Amul Cheese, India’s legendary brand, is one of the most well-known brand, which is famous for its daily Amul Girl ads. Recently, it has started using frontal attack and fact-based advertising to promote some of the products. A few months back, it directly took its competitor Britannia head-on in a cookie war. The comparative ads were used on social media to compare the content of butter in a cookie. The campaign received wide attraction of online users as well as popular media.
In a recent ad campaign of Amul Cheese, Amul has used Chef and a mother to stress the use of vegetable oils in the cheese by other brands, without naming any particular brand. Interestingly, there are two ads. Once ad focus a Chef who talks about the pride of having the toque. Second ad brings in the tried-and-tested formula of an Indian mother, who uses a very angry tone about how companies are cheating them since ages. Amul Cheese is prepared from 100% milk rather than vegetable oil.
Nice to see some aggression from Amul, which is way ahead in emotional and humor (newsjacking) ads. Way to go!