Category No: A- 11 - B

Category: Digital Media Social Media

Brand Name: AMUL MILK

MOOCH NAHIN TO KUCH NAHIN

THE AMUL MILK MOUSTACHE

India has now been producing sufficient milk

The more people drank milk, the healthier India would be

Our Challenge How do you get people to drink more milk?

Our insight 1
When you drink milk, a happy, satisfied MILK MOUSTACHE forms naturally

Our insight 2
Most people like to click a selfie during a happy, proud moment

Innovative Media Strategy & Engaging Creativity

What we ask people to drink milk and share their milk drinking happy selfies?
. By capturing their MILK

MOUSTACHES

Anyone could pose for a Milk moustache & share their proud moment
All age groups, boys, girls, adults
All were invited
We kicked off the initiative on National Milk day Nov 26th
Click your selfie with a Milk Moustache
All you need to do is drink a glass of Amul milk and make yourself a Milk Moustache,
holding a glass of milk in your hand.
Send us your amazing selfie on our WhatsApp Number: 073-5958-3333, to win exciting gift
hampers from Amul. You can also post your pictures on the Amul Facebook page.
Our Amul website saw an over whelming responseand so did our facebook page

Social media abuzz with conversations

Me and my moustache with Amul milk
Love milk, love Amul, happy national milk day
East or West Amul is the Best

But our real hero was our Whatsapp no 7359583333

A closed group of people formed as many posted on our Whatsapp No.
1000s of milk moustaches we even lost the count

The flurry of milk moustaches only got funnier

Meow milk moustache, moustache on a moustache, me and papa moustache, ooh la la
moustache

Effectiveness
Any 30sec commercial was possible . But boring
We needed to go beyond
Intricate consumer understanding enabled a path breaking idea
Age no limits we made everyone drink milk
Flaunt it, click it, post it, tweet it a memory which will never die, a unique reminder to drink your
glass of milk - you may never forget
We delivered in media terms too..
120 Retweets,40 comments,1.5L people reached,130 Likes,47 shares

Unlike any other brand, we had leveraged the power of mobile through Whatsapp
A Never before mobile initiative
Extensive use of mobile Group chat
Technically all at zero cost
Almost like a game
where u can see others scores
Mobile engagement unprecedented

An initiative like no other :

Repositioned milk as exciting and contemporary
Keeping it SIMPLE & ACTIONABLE
An idea that stood for SOMETHING
We used HUMOUR to engage people
And we sold 12.7% more MILK

Statement Page
Brief
India had been producing sufficient milk. The though was that the more people drank milk,
the healthier India would be
Hence, Amul wanted to increase the consumption of Milk amongst its consumers.
What we ask people to drink milk and share their milk drinking happy selfies?
Solution
. By capturing their MILK MOUSTACHES
Based on our insights of:
When youcould
drink milk,
satisfied
MILK MOUSTACHE
forms
naturally
Anyone
posea happy,
for a Milk
moustache
& share
their
proud moment
Most
people
like to boys,
click a selfie
a happy, proud moment
All
age
groups,
girls,during
adults
We came up with a unique solution. We got people to drink milk and share their milk
All
were invited
drinking happy selfies- by capturing their milk moustaches

th
We kicked off the initiative on
th National Milk day Nov 26

Our campaign kicked off on Nov 26 - National Milk Day

Click your selfie with a Milk Moustache

All you need to do is drink a glass of Amul milk and make yourself a Milk Moustache,
holding a glass of milk in your hand.
Send us your amazing selfie on our WhatsApp Number: 073-5958-3333, to win exciting gift
hampers from Amul. You can also post your pictures on the Amul Facebook page.

Results
Social media abuzz with conversations
120 Retweets,40 comments,1.5L people reached,130 Likes,47 shares
A Never before mobile initiative
Repositioned milk as exciting and contemporary
And we sold 12.7% more MILK