10 Sep 2012

The Amul brand: The idea of thriving together

Dr Verghese Kurien, called the "Father of India's White Revolution" demonstrated that socially inclusive enterprises can be economically competitive.

The most famous brand he helped build was Amul - a brand jointly owned by more than 3 million dairy farmers. The brand with its ubiqutious "Amul Baby" mascot, created in 1967, has also earned the distinction of being the longest running Ad Campaign in the world... And it's still going strong!

Bharat Dhabolkar, a writer on the Amul account, says that the campaign owed much to the freedom that Dr Kurien gave the agency. "He would not ask to see what we created. Even if he did not like something, he would just mention that; not ask us to change anything."

I guess that's what made Dr Kurien's 'co-operative partnership' model work so well: Each partner has a personal stake in the brand's success!

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