Thought the original butter is still the bread winning product in the bread spread segment, more variations have been launched to cater to the needs of the younger generation. Today Amul Butter has introduced many products in it’s segment. Some of the few advertisements over the years featuring the Amul girl. So when you combine an excellent product with amazing advertising, the result is imprinted on the minds of people for decades. Another factor in it’s popularity has been the display of various current topics that mattered to the Indian masses over the years. Over the years, the Amul girl who usually sports a polka dot dress on the packaging of the product, has been shown in many different avatars but her trademark facial features have remained same for the consumers to identify with the brand. Hoarding advertisement that featured the Amul girl for the first time. The phrase ‘utterly butterly’ used in the campaign has helped this brand grow by leaps and bounds over the decades. The response of the consumers was tremendous. The first ad campaign as seen below shows the cute image of Amul girl kneeling in prayer, with one eye closed and another on a pack of butter with the words, “Give us this day our daily bread with Amul Butter” was put up as hoarding across Bombay (now Mumbai) in the year 1966. What made this brand even more extra ordinary was the advertisements that featured the butter girl better known as ‘The Amul girl’ which was created by art director Eustace Fernandez of the DaCunha Ad agency owned by Mr. Today the Amul butter is not just the market leader in India but is now being exported to more than 25 countries.
The result was a remarkable butter which has made it’s way into every household in India. Amul Butter was officially launched in 1952.
Verghese Kurien went to New Zealand’s Fonterra Diary plant in 1950 to learn how a butter is made and applied the same technique to produce Amul butter in India.
Verghese Kurien to set up the diary business under the brand name ‘Amul’ where products like butter, milk and milk powder would be processed. Shri Tribhuvandas Patel became the founder of this co-operative movement who then went on to appoint Mr.
#UTTERLY BUTTERLY DELICIOUS FULL#
Thus the co-operative ‘Kaira District co-operative Milk Producer’ was formed in Anand, Gujarat which could procure, process and sell the milk while taking full control of this entire cycle. The idea behind it was to stop exploitation of farmers by middle men, hence a co-operative society was formed on the advice of Sardar Vallabhbhai Patel which was lead by leaders Tribhuvandas Patel & Morarji Desai. Born during a revolution movement for Independent India, Amul was established in 1946 in the state of Gujarat.
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