FCB Ulka had created the ‘Eat Milk with Every Meal’ campaign
BestMediaInfo Bureau | Mumbai | June 24, 2014
At the recently conducted World Dairy Innovation Awards 2014 during the 8th Global Dairy Congress in Istanbul, Amul bagged the Best Marketing Campaign award for the ‘Eat Milk With Every Meal’ campaign.
The other finalists in this category were Quench (US) for its Turkey Hill Dairy blog 'The Ice Cream Journal'; Saputo (Canada) for Milk 2 Go Sport – Dufour-Lapointe Sisters; Muller Dairy (UK) for the Muller Rice Tasty B Campaign; and Cayenne (Austria).
According to the Global Dairy Congress, the judging panel considered almost 160 entries from 30 countries.
Given its stature as the largest milk brand in India with the widest range, Amul undertook this initiative to educate the Indian consumer about the goodness of milk and milk products and encourage consumption. With this objective, the ‘Eat Milk With Every Meal’ campaign was created by FCB Ulka.
The press and digital campaign brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The campaign started in July 2013 in national and regional press, comprising publications like The Times of India, Hindustan Times, The Telegraph, Deccan Chronicle and The Hindu. Simultaneously the campaign was launched online on Facebook. Later, a dedicated website www.amul.com/eatmilk was also launched for better interaction with the consumers.
RS Sodhi, Managing Director of GCMMF, said, “Expansion, innovation and brand building are the three pillars of Amul's strategy to achieve the growth. We are glad that our efforts are being recognized at the global level.”
“We are delighted that GCMMF has won the best marketing campaign award from over 160 entries from 30 countries. The simplicity of the message – eat milk with every meal – has led to its universal appeal - with the consumers and the jury,” says Nitin Karkare, COO, Mumbai, FCB Ulka.
Haresh Moorjani, Group Creative Director, FCB Ulka, commented, “The idea was to make dairy products, and not just milk, part of consumers’ daily diet but in an exciting and interesting manner. Hence the thought ‘Eat Milk’.”