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AMUL TOPICAL IS MOST MAJESTIC ON A HOARDING

Rahul daCunha, Director, daCunha Communications writes about how Amul’s communications and its moment marketing specifically has evolved over the last five decades

BY ABHISHEK GUPTA
03rd October 2019
AMUL TOPICAL IS MOST MAJESTIC ON A HOARDING

Audiences, weaned on social media, want a brand conversation. Today, we are a nation with a mass AD (attention deficit disorder). Hot stories are in cold storage by the evening. Everything is an event, everything a potential earthquake. All this makes it massively interesting for us in the Amul bunker. In the pre-social media era, the Amul creative team waited for an issue to gain national importance. Then, we created a topical at a leisurely pace. A wiry gent went up on bamboo scaffolding and painted our artwork on a billboard, safe in the knowledge that he wouldn’t have to risk life and limb for another month. But today, it’s all changed - the country has become hugely fragmented and localized. We now have several Indias - there’s the Northern region inclusive of Delhi and Haryana; the Hindi Belt; there’s Mumbai; the South is a universe of its own; as is the East; and social media, a little country by itself.

Very little is of national importance anymore, except a cricket loss, perhaps. Every morning, the Amul creative team, that’s Manish Jhaveri the writer, Jayant Rane the cartoonist and I are faced with a myriad possible topics, trends and issues to tackle – the Indian cricket controversies, Imran Khan’s comments, insensitive comments made by illiterate ministers, the ‘I’ obsession with selfies, Indo-US relations, Instagram stories, Internet slang, take your pick. A bag of goodies all crying for a cheery comment, a gentle prod, a proverb, a pun, a punchline. We have to decide whether our Amul girl becomes a crusader, a celebrator, cheerleader, a commentator or the social conscience. The consensus is that we tackle all these issues. They have traction, they all appeal to an audience.

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