Amul - India's lovemark!

Amul - India's lovemark?

'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