Jun 18th, 2015
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Global Shared Feature: Deciding on Media and Measuring Effectiveness Gujarat Cooperative Milk Marketing Federation (GCMMF) has successfully implemented its Amul butter campaign primarily through the use of billboards at strategic locations on a pan-India level. The campaign uses a Amul butter mascot, popularly known as the Amul girl, which has won the hearts of Indian consumers by playing the role of a social observer and commenting on current events using humor. This has succeeded in enhancing the brand image of Amul leading to a virtual monopoly for the GCMMF in the butter category. The success of the campaign is reflected in the GCMMFs plan to nominate it to the Guinness Book of World Records for the longest running campaign in India.Feature Copy The Gujarat Cooperative Milk Marketing Federation (GCMMF), Indias largest food products marketing organization, has successfully implemented its Amul butter campaign primarily through the use of billboards at strategic places. The campaign, which started in 1967, introducing Amul butters brand ambassadora round-eyed, chubby-cheeked girl in a polka-dotted frock, had been Indias longest running campaign. The Amul bu

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