Utterly timeless

In 50 years, the Amul campaign has had over 4,000 pieces of cr eat iv es. It is the longest running campaign in India, perhaps the world too. It has covered everything under the sun—from politics to personalities, Bollywood to business, brands to bandhs, cricket to climate and retirement st oR IPs. Nothing that was ever in the news, for reasons good or for bad, was missed.

Credit must first goto the clientGCMMF (Gujarat Co-operative Milk Marketing Federation) for not getting bored with the same campaign. And sticking with the same agency, so rare these days. Next, credit must goto the creators, the daCunhas,f at her-son duo of Sylvester and Rahul who have kept a good idea goingmonth-on-month,year-on-year. What makes the Amul campaign epic? Four important elements: simplicity, consistency, honesty and humour.

On the hoarding, the format is simple. A topical headline with an interesting play of words. The A mu lg ir linter acting with the subject oft head. The brand name. And the utterly-b utterly baseline with an interesting sign-off. Yes, rarely have there been exceptions( like the farewell ad for A mu l’ s father-figure, Dr V erg he se K uri en which was dark and stark, with no logo ). The look-feelcontent-messaging oft heads has remained the same, making it easy for the ad to be read and imbibed in glance media like outdoor hoardings.

The Amul girl has evolved. She is more express ive, active and interactive. But all else has remained constant. Boring ly constant yes, but brilliant ly consistent.

It is the honesty oft heads that sets them apart. Recall the‘ Maintain Internal Sec uri ty—Amul’ hoarding, as wipe at the in famous MI SA Act of the Emergency in the mid-1970s. That called for guts. The easy humour makes them memorable and endearing .‘ Lara, ky a mara !’ when Brian Lara amassed his tons ,‘ Lick Here Baron— Amul High Fly er ’, a dig on Vi jay Mall ya— every hoarding draws a chuck le. Easy to understand, appreciate, enjoy and share.

In the process, Amulh as become more than just a brand. It has become part of the language and the culture of the people. Such is power of a good idea, executed simply with fun and love. For 50 years. And good to remain utterly butter ly delicious for another fifty!