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FCB Ulka creates “Ek Chammach Amul Ghee” Campaign to Promote the Health Benefits of Amul Ghee

Press Release - Mumbai, 30 October 2015

Amul Ghee is the largest player in the ghee market with an established and preferred name. The “Ek Chammach Amul Ghee” campaign shows that not only will one spoonful of ghee add taste to food, but it also packs a healthy punch.

Ghee, a type of clarified butter, has its roots in ancient India and has always been known as the epitome of health. Ayurveda, an ancient system of medicine, recognizes ghee as an essential part of a balanced diet thanks to the benefits it provides, like bone health, weight loss, reduced cholesterol and more. It is a sacred symbol of auspiciousness, nourishment and healing, especially in the daily rituals of cooking and worship.

In today’s day and age, few consumers are aware of the health benefits of ghee. While most consumers are aware that ghee adds a unique taste and richness to food, only a few know that it is a good source of energy.

Commenting on the campaign, R.S. Sodhi, Managing Director, GCMMF, said, “Repositioning the Amul Ghee brand, and the category itself, on the platform of wellness has been our strategic focus for more than a decade. While ghee has been an integral part of our culture and tradition for thousands of years, we feel that our younger generation should be informed about the intrinsic goodness of ghee. As pan-India brand leaders in the category, it is our responsibility to ensure the growth of the branded, packaged segment within the ghee market, since it ultimately benefits consumers.”

Haresh Moorjani, Executive Creative Director, FCB Ulka, said, “As a nation of food lovers, we are always looking for that special ingredient that adds an extra something to our dishes.  That special ingredient is as simple as a spoonful of Amul Ghee. The TVC talks about the virtues of this spoonful of Amul Ghee, adding an extra zing to food.”

The film was aired on various general entertainment channels with a high-intensity media plan.

Creative Agency: FCB Ulka

Chief Creative Officer: Satbir Singh

Executive Creative Director: Haresh Moorjani

Creative Team: Deepti Gera, Varun Sharma

Account Management: Sharon Picardo, Sagar Kabra, Shamima Pereira, Saumo Chatterjee

Account Planning: Ruta Patel, Mubina Quraisshi

Production House: Anonymous Films

Director: Atul Manjrekar

Producer: Smitha Baliga

About GCMMF (Amul):

Gujarat Cooperative Milk Marketing Federation (Amul) is India’s largest food product organization with annual sales turnover of approximately Rs. 21,000 Crores. It is a cooperative federation of 35 lac milk producers affiliated to 17,000 village cooperative societies handling 160 lac of milk every day. Amul processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yogurt, milk powders, UHT milk, flavored milk, ghee, paneer, etc. in 3,000 cities and towns in India and 40 countries around the world.

About FCB Ulka:

FCB Ulka Advertising is the flagship agency of the FCB Ulka Group, a top 5 marketing communications company in India with over 120 Indian and Multinational clients and 800 professionals working across six offices in seven cities. In addition to three mainline creative agency brands and a media agency brand, the FCB Ulka Group has an array of specialized divisions, such as Digital, Direct/CRM, Healthcare, Brand consulting, Analytics, Activation, PR, etc. It is a part of FCB Worldwide, a 140-year-plus agency network with presence in 100-plus countries, 1,000-plus brands, 8,000-plus people, owned by the Interpublic Group of Companies (IPG).