Battle of the Brands: Amul vs Mars (part two)

Your weekly consumer insights round-up - find out what’s buzzing for chocolate brands Amul and Mars

Nov 23, 2021 02:25:00 AM | Article | Campaign India Team

We continue our battle of the chocolate brands with the second and final part of our comparison between Amul and Mars. View part one here.

Read on to find out how our two chocolate brands fared -- with chocolates from Amul, India’s largest dairy and food brand, and Mars, for which Snickers is the flagship brand in India.

Talkwalker is a consumer intelligence acceleration platform, helping over 2,500 brands drive business impact with actionable consumer insights. The Battle of the Brands series utilises Talkwalker’s AI-enabled Blue Silk technology to analyse millions of images, videos, audio, conversations, and tags from across social media, blogs, news channels, and more. Providing a bird’s eye view of mentions, engagement, and sentiment surrounding some of the biggest brands in India today.

World map/geographical distribution

Distribution of mentions in India coded in pink (Mars) and purple (Amul) on the left-hand map, summarised by key states/regions in a two-bar chart.

When we look at the distribution of brand mentions according to the map, Amul has an obvious stronghold in the Gujarat state where its dairy cooperative originated and is headquartered - now that’s evidence of a 75-year legacy for you. Outside of Gujarat, the greater proportion of brand mentions lean towards Mars, though not without significant representation from Amul fans.

Video and image analytics

Online content with video and imagery engaging with the Amul and Mars chocolate brands.

Finally, we look at video and image posts with the highest engagement to find a trend that is common to most chocolate brands - recipe content. Chocolates are a popular ingredient in baked goods, with no exception for Amul and Mars. Curiously, we’ve found several DIY Snickers bar recipes. Where there’s brand love, there’s often also tons of creativity.