The article explores how the Indian dairy brand Amul leverages the summer season to drive its marketing and advertising efforts. Amul is a household name in India and has a strong emotional connection with consumers, particularly during the summer months when the brand’s ice cream and dairy products are in high demand. The brand’s marketing strategy includes:
* Moment marketing: Amul creates witty and shareable ads that tie in with current events, festivals, and pop culture moments, often featuring its iconic “Amul Girl” character.
* Digital campaigns: Amul promotes its summer offerings on social media platforms like Instagram, Facebook, and Twitter, using visually appealing posts and hashtags.
* Influencer collaborations: Amul partners with food influencers who create recipes using Amul products, showcasing their versatility.
* Offline promotions: The brand sets up kiosks, bike rallies, and branded food trucks to sample its products and drive impulse purchases.
* Seasonal products and pricing: Amul tailors its product offerings to meet the heightened demand for cooling items during the summer, including new flavors and limited-edition summer specials.
* Distribution network: Amul’s extensive distribution network ensures that its products are available even in remote areas, making it easily accessible to customers.
Amul’s summer marketing strategy also includes a focus on competitive messaging, highlighting the brand’s dairy-based ice creams as a superior alternative to frozen desserts. The brand’s iconic jingle, “Chalo Chalo,” also plays a crucial role in evoking nostalgia and recall. Overall, Amul’s summer marketing efforts aim to connect with customers on an emotional level, reminding them of simpler days and the joy of childhood summers.