MADARTH

Client Brief

Amul is an Indian diary cooperative society based at Anand in the state of Gujarat. Formed in 1946, the brand Amul was managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation (GCMMF) through the efforts of Tribhuvandas Patel. Amul spurred the White Revolution, which transformed India from a milk-deficient nation into the world's largest milk producer. 

We were given the task of capturing the regional market of Tamil Nadu and showcase different products of the brand in the digital space. We realised that the state of Tamil Nadu was not fully aware of the diverse amount of products available in the market ranging from dairy, ready-to-cook, beverages, confectionery, etc. Our undertaking was to feature these products through all the social handles in the proverbial language of the brand.

 

Idea

We came up with concepts and posted creatives on social channels using the lingual dialect of the Tamil Language that stays true to the brand's tone of voice.

Execution

We adopted the use of "tanglish" vocabulary to appeal to Tamil speaking audiences in rural and urban areas. Our use of Kollywood-related dialogues and witty one-liners stayed true to current trends and really paved the way for people to capture the essence of the brand.

Result

A leading Communications Strategy Consultant, Karthik Srinivasan had written an article about Amul Tamil Nadu's regional social handle and how the language used there was very colloquial and not the forced-Tamil-translation other advertising agency circles are infamous for.

MADARTH

Creative

  1. Chennai

Services

Clients

Category Experience

Employees

26-50 Employees

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