Why dairy giant Amul turned to its old ads during the lockdown
It may seem utterly butterly baffling a brand choosing to run 181 TV commercials on Doordarshan during the peak of lockdown. And, that too, mostly nostalgic old ads from the 1980s!
Last year, as the nation went into a Covid-19-induced shutdown, going against the grain, Amul chose to advertise heavily. It unleashed vintage TV commercials, created some 1,500 hours of online content and kept conversations going through numerous ‘topicals’ in print and digital media.
Amul’s ad and media plan during the pandemic is a classic recipe in brand building.