Amul brings nostalgia back in ads to stay relevant amid Covid-19 lockdown

Leaning in on nostalgia and its long-standing relationship with customers, the legacy brand strives to be seen and heard amidst a lockdown

amul, ads
Amul began running its old ads alongside the reruns of Ramayana and Mahabharata on Doordarshan when it spotted a lot of viewers getting nostalgic about them, on their social media timelines

When it was announced that Doordarshan would be running reruns of old popular shows, social media was abuzz with memes and wisecracks. Some welcomed it, some pointed it out as yet another case of the state dictating its tastes upon the people, while others used the opportunity to remark that old was truly gold when it came to television programming. No matter what was said and posted, the point was that the move had social media abuzz. And for Gujarat Co-operative Milk Marketing Federation (GCMMF) that owns Brand Amul, this was the best time to step in and claim its spot in the social ...