NE BUSINESS BUREAU
ANAND, SEP 25
The Indian Chapter of the International Advertising Association (IAA) has announced the winners for the eighth edition of the Leadership Awards in Mumbai on Friday evening.
Gujarat Co-operative Milk Marketing Federation Ltd (Amul) managing director Dr RS Sodhi bagged the top honours for Business Leader of the Year. Jayen Mehta, Senior General Manager (Planning & Marketing), awarded Marketer of the Year – FMCG – Food.
The IAA (International Advertising Association) leadership awards, which honor individuals in the fields of marketing, advertising, and media every year, were presented by Maharashtra Governor Bhagat Singh Koshyari, chief guest at the function.
Commenting on this, IAA President, Megha Tata said “It is so rewarding to see the best in the business taking the time to be here and accepting these awards tonight. While I can describe our leaders tonight in many ways, I would just like to say that these unprecedented times call for unprecedented leadership and our leaders today definitely delivered on that.”
In his acceptance speech, Dr R S Sodhi, thanked International Advertising Association for acknowledging the efforts of the farmers’ organization. He presented insights into the Amul campaign.
“There are four Ps. First is product where the customer must say it was better than his expectations, it should be pure and unchanged like our butter. Pricing should be affordable, and farmers must get the best price. For promotion, we used umbrella branding to cut cost. Consistency in communication was the main pillar for Amul advertising and marketing strategy,” he said, mentioning creative advertising in the language of a particular place as the fourth P.
#Amul Topical: BSE scales record 60000! pic.twitter.com/kHsKE9sJ4i
— Amul.coop (@Amul_Coop) September 25, 2021
Amul is one of the first Indian brands to have recognized the importance of branding and advertising in the 1950s and started its iconic advertising campaign with the Amul Butter girl and her iconic positioning, “Utterly Butterly Delicious, Amul”. Through its “Amul – The Taste of India”, “Amul Doodh Peeta Hai India” and its iconic “Utterly Butterly Delicious” campaigns, the 75-year-old brand remains to be young at heart and is recognized by every member of an Indian household. This is a result of its focus on consistency in communication, advertising team and marketing philosophy. Even today, Amul spends less than 1% of its total budget in advertising, yet it is India’s most beloved brand year after year.
