Amul
From Gujarat karan to namooru karan: Journey of Amul in TN
Social Media Strategy | FMCG
Social Media Strategy
Since 1966, AMUL has been known for featuring sensational topical ads. For decades now, people eagerly anticipate the hilarious and witty Amul angle to the nation's news and controversies.
With the advent of social media, this trend snowballed to a whole new level as India began to follow Amul's magic. In spite of the momentum that social media provided, there was always this thing about Amul having a Hindi bias. This was certainly a setback in non-Hindi-speaking states as Amul was always perceived as an outsider.
Enter Madarth. Our job was to transcend the Amul Magic for the Tamil masses. Popular culture in Tamil is exceptionally rich, drawing inspiration from movie dialogues, to lyrics, puns, idioms and proverbs. As a creative agency that understood the land, language and people, we were able to successfully create a brilliant parallel for Amul in Tamil Nadu. With the same pace, fervour and original Tamil flavour, we soon managed to make Amul quintessentially Tamil.
From indifference to familiarisation
We found a subtle way to introduce Hindi product names to the TN audience by associating the product names with Tamil songs and dialogues.
Translation to regionalisation
National topicals transcreated into Tamil without compromising the pun and fun quotient began to make more sense to our audience.
Original Regional Topicals
We also made suggestions that were rolled out to create topicals for popular events happening in TN.
Pirikka Mudiyathathu: Cinemavum Tamilnadum
From waking up till going to bed, pop culture has become a part of TN people's daily lives.
Keeping that in mind, we got on the track to travel with them. From using famous dialogues to using trending audio tracks for reels, we pulled out quite a lot of attraction towards Amul TN.
Serndhe iruppathu: Sports’um Tamilnadum
Amul partnered with Chennai Super Kings for Cricket and the national teams of Argentina and Portugal during the 2022 World Cup for football.
For each team, we ran a campaign throughout the season, focusing on sharing emotions with fans through engaging posts, games, stories, and reels