Campaign India Team
Dec 10, 2014

Amul rolls out latest instalment of ‘The Taste of India’

Watch the film conceptualised by FCB Ulka here

wide player in 16:9 format. Used on article page for Campaign.
Amul has released a new ad film that has been conceptualised by FCB Ulka. 
 
The film showcases the various product offerings Amul has to offer and their interactions with people from all over India.
 
It begins with a young girl enjoying a medal win with a glass of Amul Milk. The film cuts to two lovers enjoying Amul Chocolate followed by a woman enjoying yoghurt as she is able to cheat on her exercise. The film then shows us three friends enjoying Amul ice-cream and a young boy who wakes up only when his mother brings him some Amul chocolate milk.
 
As the film moves across India, we see a south-Indian household where a lady puts some pure ghee on some hot food, followed by a cute interaction between a father and son enjoying pav bhaji that has been generously covered with Amul Butter.
 
Moving to the north, a group of Army officers and bikers enjoy a hot beverage that has been made with Amul powdered milk. While in the south a Kathakali dancer enjoys a burger with Amul Cheese. Finally we see three children in a Buddhist monetary enjoying their fruit with some fresh cream and a group of people in Punjab enjoying some Amul Lassi. The film ends with all of its products on display and a super of the Amul logo.
 
The film features a re-done version of the old ’Taste of India’ track. 
 
R S Sodhi, managing director, GCMMF Ltd. Said, “Amul is the only brand in India which can make this claim of being the real taste of India as it serves both the interests of the millions of milk producers and consumers across the country. It was Dr Kurien’s vision to shape up the brand on this theme. Our new campaign reflects the changing India and the products our new generation prefers. Amul is on a massive expansion drive and is pursuing aggressive new product development to make the organization ready for the future.”
 
Nitin Karkare, chief operating officer, FCB Ulka, said, “The Taste of India TVC aims at creating a larger than life aura for brand Amul. Over the years, Amul products have moved beyond just mere products. They have become a way of life for millions of Indians.”
 
Haresh Moorjani, executive creative director, FCB Ulka added, “Over the years, Amul had consistently invested in the Taste of India property. Now, when we re-created this TVC, the objective was to keep the same essence but with a youthful & contemporary feel.”
 
The campaign will be extended into print, radio and digital media.
 
 
Credits:
 
Client: Amul
Creative agency: FCB Ulka – Mumbai
Executive creative director: Haresh Moorjani
Account management: Sharon Picardo, Rohan Patil, Neha Bubna
Agency producers: Alpa Jobalia, Stanley Christian, Aditya Akolkar
Production house: Milestone Films
Director:  Suraj Wanvari
Producer: Farid Khan, Ajay Vasu, Sunil Nair
Creative team: Varun Sharma
Source:
Campaign India

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