Conceptualized by FCB Ulka, the Women’s Day campaign highlights how women still allot the least priority to themselves
Archit Ambekar | Mumbai | March 11, 2016
Amul Milk, which had raised a glass to “woman power” in October last year, is back with another glass. On Woman’s Day, the leading dairy brand raised another glass to salute woman power. Amul’s latest commercial focuses on the ground reality that even as women lead in various spheres of life and redefine boundaries, they still have little time for themselves and their own health.
Amul’s brand philosophy has always embodied care and giving and the dairy brand is associated with 36 lakh women dairy farmers. It should be but natural then, that Amul should choose to salute women and the role they play in our lives in its advertising campaign.
The television commercial captures some delightful moments of a mother-daughter relationship. A mother is fretting about her daughter’s health, as she packs a lunch for her, predicting that her child would skip breakfast again, saying that she was late. The mother offers her daughter a glass of milk, but the daughter says that she was in a hurry and should head for work.
As the daughter picks up her purse, though, she notices that her mother had not even opened a bottle of almonds that she had bought for her a month ago. The mother pleads that she had not found time to eat the almonds. The daughter then admonishes her, saying that she should eat the almonds for her daughter’s sake if not for her own.
That’s when the mother, who is still holding the glass of milk, says, “drink this up for my sake, if not for your own.” The daughter does drink the milk, sharing some of it with her mother. A voice in the backdrop says, “This Women’s Day, Amul raises a glass of milk to woman power.” The TVC concludes with the tagline, ‘Amul Doodh Peeta hai India’ (India drinks Amul milk).
The touching FCB Ulka ad, brings to life the unconditional love and bond in a mother-daughter relationship. The tonality of the film is honest and real, as it depicts the true care and love in a mother-daughter bond.
Commenting on the campaign, RS Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF), said, “We are happy to demonstrate the role of women in the advancement of our society. In fact, Amul is a brand which has strongly empowered women over the last seven decades. Our latest campaign is a celebration of being a woman by highlighting a slice of life moment between a mother and daughter.”
Haresh Moorjani, Executive Creative Director, FCB Ulka, and creator of the earlier campaigns on Amul Milk, said, “For over six decades Amul has championed gender equality encouraging women to step out and contribute to the family income. With milk being a catalyst in this movement, it seems only fitting that Amul should raise a glass to woman power this Women’s Day. A simple story, charmingly narrated, the film is a testament of the brand’s commitment to the women of India.”
While some creative minds appreciated the ad, others felt that it had not made much of an impact.
Santosh Padhi, Co-Founder and Chief Creative Officer, Taproot India:
“I think it’s really wonderful that a day is being celebrated and a brand has done a campaign for a particular day. The product story is around the product and it very beautifully brings out the care a mother has for her daughter, irrespective of her age. That is a very good insight.”
KV Sridhar, Chief Creative Officer, Sapient Nitro:
Sridhar feels that Amul could have done better than just a “selfish” sale commercial. “For me, the first impression is that of a quintessential ad. It has nothing more than a glass of milk, nothing symbolic. There is a larger purpose than why people drink milk every day. For me it’s like any other ad. It is a nice ad. But seeing the specificity of Women’s Day, Titan Raga and #ShareTheLoad are far more superior. There is nothing different about it.”
Mustafa, Senior Creative Director, Scarecrow Communications:
Mustafa felt that the ad had been done textbook style. “It is interesting how all Women’s Day ads should be. It is young and modern and a feel good ad. They’ve done the ad in a text book style and it is how it should be done.”
A senior creative person who did not want to be named said that she did not like the campaign. The entire advertisement, she pointed out, was about nurturing and care, and leading suddenly to a toast to woman power. She felt that the story did not connect and she failed to figure out where woman empowerment came into the commercial.
Creative Agency: FCB Ulka
Chief Creative Officer: Swati Bhattacharya
Creative team: Haresh Moorjani, Deepti Gera, Pankaj Sinha
Account Management: Kulvinder Ahluwalia, Sharon Picardo, Sagar Kabra, Shamima Pereira
Account Planning: Ruta Patel, Anushka Singh
Production House: Studio Gola
Director: Aatish Dabral
Producer: Jyoti Neggi
Films: Alpa Jobalia, Stanley Christian, Pratik Mehta