'Amul a representation of economic freedom'

Amul, has fetched a greater mileage for itself by introducing 'The Taste of India' campaign after the liberalisation of the economy in 1991, B M Vyas, managing director, Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF), said. "Multinationals like Coke and Pepsi cannot use such a slogan," he said.

Vyas was speaking on 'Branding Amul' at the 'SME Linkage 2004', a seminar organised by the Confederation of Indian Industry (CII) in Ahmedabad on Thursday.

"India has pioneered in branding that creates an identity for a product. The benefits of having a brand associated with quality products is that it attracts customers," Vyas said. GCMMF launched its Amul brand in 1967.

"To create a brand, one needs to create a brand identity, know the value preposition," Vyas said. "Since 1967 Amul continues to show the same six-year-old girl in the 'Utterly butterfly delicious' advertisement of Amul butter, which reflects that the brand never gets old." said Vyas.

Elaborating on Amul as a product, Vyas said: "The Amul brand is not built as a product but as a movement to make India the largest producer of milk in the world. It is representation of the economic freedom of farmers."

Amul as a umbrella brand is presently used for sub branding for the different products manufactured by Amul like Amul Gold and Taaza in the milk category amongst other products, which includes Amul butter, Amul ice-creams and the like.