A typical scene in an Indian household used to involve a mother chasing her child around the house, attempting to persuade them to drink their milk. However, this scenario changed when dairy giant Amul decided to revolutionize the perception of milk in the late 1990s.
Amul’s challenge, as explained by Haresh Moorjani, executive creative director at FCB Ulka, was to reimagine milk amidst the growing popularity of coffee shops and packaged juices. The goal was to reestablish milk as a desirable beverage, not just a mundane dietary staple.
The team at FCB Ulka was tasked with creating a campaign that would reignite public interest in milk. Among various creative concepts, the one that resonated most was treating milk like its competition – what if milk was positioned as ‘cola’? The team wondered how an advertisement for milk would look if it was packaged and sold like a cola drink. This unique perspective injected a youthful and refreshing energy into the campaign.
The ad campaign’s background track was simple, highlighting the essential benefits of milk – its health value, versatility, and suitability for any season. The catchy ‘doodh doodh’ beat, suggested by a young team member, added a fun, rhythmic element to the advertisement.
In a time when blending Hindi and English (‘Hinglish’) in advertising was not common, Moorjani introduced this linguistic mix in the ad. Shashi Sinha, CEO of IPG Mediabrands India, recalls that this creative decision added a playful and relatable aspect to the campaign.
Despite a tight budget, the team managed to create a memorable ad. The shoot took place at the old Opera House against a black and white set, with models dressed in primary colors to create a striking contrast. The models, who were paid a flat fee due to the campaign’s public service nature, were asked to come in at different times for makeup and shooting.
Also Read: Eco-Chic or Just a Gimmick? The Reality of Sustainable Fashion Exposed
While many decisions were made on the spot, the campaign’s storyboard and typography were meticulously planned beforehand due to the constraints of time and budget. Yet, despite these challenges, the ad became an instant hit amongst consumers.
Sinha admits that they didn’t anticipate the ad’s success. “Within one week of the telecast, we were surprised with the response. People started reaching out to the client, praising the innovative way they promoted milk and how it made milk enjoyable for their children.”
