Sunday, November 21, 2004

Amul - India's lovemark!


Amul - India's lovemark? Posted by Hello

'BRANDS' have become bland expressions, thanks to the excessive commercials and the multitude of television channels. Instead, companies and organisations need to focus on creating `lovemarks' that bring their products very close to consumers' hearts.

According to Mr S. Gosh, Executive Director and Chief Operating Officer of Saatchi and Saatchi, brands were having a rough ride because of the over-use syndrome. Telecasting a 30-second capsule across all the channels would cost a fortune for companies. In most cases, such spends might as well cross the annual budgets of many mid-sized companies. Mr Gosh was delivering the keynote address at a day-long seminar on `Branding and Advertising' organised by the Bangalore-based Xavier Institute of Management and Entrepreneurship here on Saturday. Indian viewers were being bombarded with an average of 500 commercials a day. "We do not have the ability, let alone the time or patience, to absorb even a fraction," he said. On the other hand, those brands that carried emotional attachment with them lasted for long. To build a relationship, one needed to invest. "It is like growing a sapling," he said. Citing examples like Amul, he said some brands evolved into `lovemarks.' They meant a lot to some people. "They simply can't do without them," he observed. He said there was a vast change in the texture of consumers. (From Hindu Businessline)

Amul is definitely one of India's most loved brands. Here's their website.

And you can read excerpts of Lovemarks by Kevin Roberts, CEO Worldwide of Saatchi & Saatchi here

2 Comments:

Anonymous Dr. Smt. VijayMalik said...

I had been buying Amul Milk since past one year. ( It was being home delivered without any extra charges by the local vendor)The quality of the milk is suspect. The curd made out of it used to be very unnatural (lassy). One day the mild delivered was very so bad that it was not a milk at all, only colloidal solution. The vendor returned the money and I gave up buying Amul.

I am an officer in Bureau of Indian Standards, New Delhi and have done many ISO 9000 audits of milk dairy. I consider it my duty to inform you about this spurious milk supply in the name of Amul in my area. I am sure, Amul India would like to investigate. I assure all the necessary support required.

Dr. Smt. Vijay Malik
D-19, Dronacharya Apartment
Mayur Vihar Phase 1
Delhi-110091

May 31, 2006 at 3:43 AM  
Anonymous Dr. Vijay Malik said...

From the Amul website, I have not been able to find the e-mail address where the common consumer can give its feedback.

Dr. Smt. Vijay Malik
vijay.malik@bis.org.in

May 31, 2006 at 3:54 AM  

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