E - PAPER

CURRENT ISSUE

LAST ISSUE

VIEW ALL
  • About
  • Team IMPACT
  • Contact us
  • Subscribe
  • HOME
  • COVER STORY
  • CMO FILE
  • TALKING POINT
  • CREATIVE ZONE
  • SPOTLIGHT
  • INTERVIEW
  • CMO INTERVIEW
  • VIDEOS
  • BACKBEAT
  • E-PAPER
  • THE TEAM
  • EVENTS
    • THE IMPACT PERSON OF YEAR -2019
search
  1. Home
  2. Creative Zone

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.

  • TAGS :
  • Creative Zone

RELATED STORY VIEW MORE

SHOWCASE OF THE LATEST AD CAMPAIGNS....
SHOWCASE OF THE LATEST AD CAMPAIGNS
SHOWCASE OF THE LATEST AD CAMPAIGNS

TOP STORY

HIT OR MISS?

Will the global slowdown bullet just graze India or will the country descend gradually into recession, experts say as of now 2-3% impact likely on estimated AdEx in FY2023


LICENSE TO BREATHE


PERSONALISED BANKING


NEWS LETTER

Subscribe for our news letter


E - PAPER


  • CURRENT

  • LAST WEEK

Subscribe To Impact Online

BUY IMPACT ONLINE


IMPACT SPECIAL ISSUES


  • 1004

  • TOP 30 UNDER 30

  • 14th-ANNIVERSARY-SPECIAL

  • url

VIDEO GALLERY VIEW MORE

Rohit Ohri of FCB Group India speak with Neeta Nair of IMPACT Magazine 3
Get connected with us on social networks!
ABOUT IMPACT

IMPACT was set up in year 2000 with the aim of publishing niche, relevant and quality publications for the marketing, advertising and media professionals.

Useful links

HOME

COVER STORY

CMO FILE

TALKING POINT

CREATIVE ZONE

SPOTLIGHT

INTERVIEW

CMO INTERVIEW

VIDEOS

BACKBEAT

E-PAPER

THE TEAM

EVENTS

OTHER LINKS

SITE MAP

GDPR-COMPLIANCE

COOKIE-POLICY

PRIVACY-POLICY

TERMS AND CONDITIONS

Contact

ADSERT WEB SOLUTIONS PVT. LTD. B-20, SECTOR 57 NOIDA (U.P)

Connect With Us !

+ (0120) 4007700


Copyright © 2019 impactonnet.com