1. The Amul brand's "Big Idea" centers around delicious taste and humorously commenting on everyday life issues from the perspective of the iconic Amul girl mascot. 2. Created in 1966, the Amul girl - a cute 4-year-old in polka dots - comments on current events and controversies through witty advertisements. 3. The Amul girl campaign has been hugely successful, helping Amul become India's largest food brand with annual sales growing from 1000 tonnes to over 25,000 tonnes since 1966. The emotional connection to customers through humor and relatability has ensured Amul's ongoing popularity and success.

1. The Idea The BIG Idea Laugh – this problem will also pass The BIG Idea Amul The Taste of India Idea By PreethyDevassy Uchit Gupta VarshaHegde BIG

2. ‘The Big Idea’ The Big Idea is the creative concept that becomes the foundation for all advertising platforms. It's the engagement vehicle that takes an offer, a concept, a product, and allows for the mobilization to the masses. It was David Ogilvy who said it best when he described the importance of the big idea in advertising: "It takes a big idea to attract the attention of consumers…Unless your advertising contains a big idea, it will pass like a ship in the night.”

4. It basically brings out the ability to ‘laugh at yourself’ and at the problems around you.

6. She has charmed her way through millions of hearts with her wit and her endearing outlook on life.

8. They thought of a little girl and thus the famous Amul Girl was born.

10. Since then, it has been the longest running Ad campaign - Now preparing to enter into the Guinness book of world record for its long race.

13. ADVERTISING STRATEGY Emotional touch: Since 1967 Amul products' mascot has been the very recognizable "Amul girl" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul. Through this ‘Amul girl’ Amul creates emotional touch with consumers. The Amul Girl: 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. Through the Amul girl, Amul shows – “after consuming the Amul products kids can grow with creativity & innovativeness. It has even left great impact on parent’s outlook. Now they feel their kids can grow in the best possible. Advertisement as per the situation: Amul focuses more and more on effective advertising. They advertise their products to co-relate Amul girl with current scenario. Ex- an Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in between George Fernandez and Vajpayee.

14. The Emotional Touch Through all the events taking place in the country, Amul always had a reply to it. It is up to date with all current affairs. The first escalator in Mumbai in 1979 was celebrated with a slogan ‘Automatically Amul’.

15. The Emotional Touch 2. When the city witnessed a power shortage, the Amul girl said ‘Take this cut for power’.

16. The Emotional Touch 3 Controversy over Octroi toll.

17. The Emotional Touch 4. In the early ‘90s, when the colas were getting popular, the tongue-in-cheek remark was ‘Eat the Real Thing’.

18. The Emotional Touch 5. STAR TV brings satellite communication and foreign cultures into Indian homes with its 5 main channels.

19. The Emotional Touch 6. Indian Airline pilots stir for increase in pay scales.

21. The sales figures of Amul butter have jumped from a few lakh rupees in 1966 to over Rs. 500 crore now.

22. Apart from rapid growth and trustworthiness, the four-year-old girl has also ensured a virtual monopoly for Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) that sells Amul brand of dairy products.

24. There are stories about the butter that people like to relate over cups of tea. "For over 10 years I have been collecting Amul ads. I especially like the ads on the backs of the butter packets, "says Mrs. SumonaVarma.

26. Thank You