AMUL MOOCH-   “Pride or nothing”

Summary

This ad features variety of people sitting in barber shop getting mustaches trimmed and shaped in different styles. Suddenly a person walks in with his kid. After getting his mustache trimmed he feels very confident. In simple words it showcases the confidence and an attitude a person gets in having a mustache. Now, that little girl drinks from the Amul milk bottle and gets milk mustache and suddenly the girl’s milk mustache becomes synonymous to the manly mustache’s attitude and confidence.

Purpose of this Ad

This ad is trying to connect with the youth with health first proposition.

Ad analysis

Ø  STP-

1.       “Why it’s different from other milk ads ?”

This advertisement is unique in its approach and makes it stand out from other mik ads clutter as it touches the human quotient of youth of feeling like an adult.

2.       Segmentation-

This ad focuses on the youth segment girl and boy child.

3.       Targeting-

Even though milk is a generic product meant for all age groups independent of their age, gender, socioeconomic status, etc but this ad especially targets the youth b/w the age group of 5-15 years.

4.       Positioning-

Through this ad Amul positions milk as a product that ads to your strength and confidence. It touches the pride that is associated with the mustache.

Ø  CONSUMER BEHAVIOUR-

1.       Attitude-

There are various classifications of attitude as given by different researchers.

ü  Attitude as an explicit component-

This ad supports this explicit component of attitude as milk being good for health.

ü  According to Daniel Kartz classification this advertisement also supports Knowledge & Value expressive component as milk is believed to be good for health especially for the growing kids.

Attitude change:

·         Target Characteristics- This ad tries to alter the attitude of those who doesn't prefer milk because of its bad taste or bad odour and some people who think that milk fat is bad for health.

·         Source Characteristics- In India there is a general belief which is associated with a person mustache. Mustache is synonymous to pride.

·         Message Characteristics- The use of milk mustache is nothing new. This has been used by various companies to boost milk consumption earlier. What’s new in this particular campaign is that they have not used any celebrity, model, actors, etc they have conveyed the message using kids as a model. As we know kids our future and if kids are healthy and strong then an entire country will be healthier and stronger.

2.       Emotion:

                      

Emotion is basically a positive or negative experience that is associated with a particular pattern of psychological activity. This particular ad has struck the awe component of the emotional cycle as mentioned in the above diagram. All people in the barber shop in one of the Amul mooch ad look amazed by the milk mooch.

3.       Motivation:

There are lots of theories about motivation and its type but in order to make things simple let us classify motivation as Extrinsic and Intrinsic types. Extrinsic motivation refers to the performance of the activity in order to attain certain outcome. Intrinsic motivation is driven by an interest or enjoyment and exists within the individual.

After carefully observing this ad we realize that people keep mustaches as they want to portray a bold image of themselves as mustaches plays a sense of pride. Similarly milk mustache so represents a sense of pride. The fact that milk mustaches even better than superficial mustaches is because milk consumption makes you stronger from inside which is a source of intrinsic motivation.

Overall this ad is a good example of social influence on consumer behavior.

4.       Perception:

Milk is perceived by some as having bad taste and by others believe that milk fat is not healthy. This ad makes people aware that milk makes you and your child stronger and milk can be consumed as lassi or any other product which helps in altering consumer perception

CREDIT

Client: Gujarat Co-operative Milk Marketing Federation (Amul)

Creative agency: Da Cunha Communications

Concept: Rahul Da Cunha, Preetika Chawla, Patrick Graham 

Production house: Final Call Productions

Producers: Parthiva Nag, Preetika Chawla, Dhruv Chawla

Writer and director (film): Patrick Graham

                                                                                                Reviewed by-
                                                                          Anshuman Tewari & Kumar Gaurav