An iconic brand of India for the latter part of the last century, Amul is now a staple of the very fabric of Indian pop culture. The history of Amul follows up on the largest dairy revolution in the world called Operation Flood and the subsequent branding and marketing help propel it into the iconic brand it is. From the ‘ Butter Girl ‘ symbol of Amul stablished in the 1960s the marketing through billboards, newspaper ads made it the most recognizable mascot for 3 generations till date.
The tagline ‘ The Taste Of India ‘ coined in 1994 received mass media exposure mostly through Television. With the onset of TV media and TV Commercials became a key tool for all media firms across India. Using this momentous time to have ads set during prime slots, during Ramayan and Mahabharat, during the DD news, the tagline became just as memorable as the brand itself.