Spot Light | Amul1 min read . Updated: 24 Jan 2014, 06:47 PM IST
The ad borrows from everyday scenes in every home with little children
Reviewer: Swapan Seth
The national creative director, chairman and chief executive officer of Equus Red Cell, Swapan Seth has 20 years’ experience in advertising and has worked with brands like Taj
hotels, Deutsche Bank and Tata Steel. Seth has also done some work with a unit of HT Media Ltd, which publishes Mint.
Your first thoughts on the campaign?
Great advertising is always steeped in debt since it borrows liberally from life around it. I thought this piece of work was tremendous as it borrowed from everyday scenes in every home with little children. The execution could have been a tad better but the cast was impeccable and the nuances just right. I also liked the manner in which the music was employed. All cleverly thought out.
What would you have done differently?
Perhaps look at other engaging ways in which homes interact with Amul’s products. The fuss over drinking milk, how a mother-in-law is literally buttered up by the bahu (daughter-in-law). However, bear in mind that it is a pan-portfolio commercial and it is tough to seamlessly weave in the entire portfolio. This commercial does that magically.
‘The Taste of India’ to ‘Har Ghar Amul Ghar’—is there a larger shift in brand strategy through this campaign?
I think Har Ghar Amul Ghar is a Neil Armstrong-like step. Taste of India can belong to many brands. Since it is based on a unique Indian flavour, even a beedi could say that. But Har Ghar Amul Ghar is based on a fundamental reality that uniquely only belongs to Amul.
Couldn’t this have been an ad campaign for any other product, like a detergent?
I don’t think so at all. The brand placement has been done with ample poise.
Any other campaigns in the dairy category that you thought were brilliant?