Amul: Taking 1.3 billion Indians down memory lane

Amul, the food brand, defended its overall market share during the COVID-19 lockdown in India.

Campaign details

Brand: Amul DairyBrand owner: Amul DairyEntrant company: GCMMF, AnandIdea creation: FCB Ulka , Mumbai / Gcmmf, Anand / Dachuna Communications, Mumbai / Lodestar UM, MumbaiMedia: Lodestar UM, MumbaiMarket: IndiaSector: Dairy products, fats, oilsMedia channels: Newspapers, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

On 23rd March 2020, India announced a nationwide lockdown to contain the COVID-19 virus. One of the biggest impacts of the lockdown was on the emotional health of people. Fear and uncertainty were in the air....

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