The first Amul hoarding, sporting the Utterly Butterly delicious girl in a polka dot frock came up in 1967, in Mumbai. The Amul mascot continues to be topical, funny and popular till date and has been sent to the Guinness Book of World Records as the longest running campaign ever.
The tagline ‘Utterly Butterly Delicious,’ working
from the last 50 years, remains ever contemporary & evergreen. The punchline is same from such a long time because we have the same advertising agency, same people at the top and the same product positioning. I don’t understand why Bajaj changed their tagline from ‘Hamara Bajaj’ as there was no need to do so because it was working well for them. These things change when people in the top management change. The tagline has definitely helped us grow. Today, we are the number one food company in India & market shares are consistently improving.
The tagline ‘Utterly Butterly Delicious,’ working
from the last 50 years, remains ever contemporary & evergreen. The punchline is same from such a long time because we have the same advertising agency, same people at the top and the same product positioning. I don’t understand why Bajaj changed their tagline from ‘Hamara Bajaj’ as there was no need to do so because it was working well for them. These things change when people in the top management change. The tagline has definitely helped us grow. Today, we are the number one food company in India & market shares are consistently improving. 