Amul launches 'Be More Milk' campaign in Times Square, New York; aims to increase global footprint

Amul, one of India's biggest and most well known brands recently featured prominently at the iconic Times Square in New York, a location which sees at least half a million people crossing on a daily basis.

The campaign titled 'Be More Milk,' took center stage on the Nasdaq MarketSite billboard. This 15-second ad will be played 20 times an hour, 480 times a day over a period of four weeks.

A advertising spot like this would not come cheap, but as per Business Today, Jayen Mehta, Amul’s Managing Director says it was “a deal that was negotiated smartly.”

About Amul's #BeMoreMilk campaign

"The objective of Be More Milk is to make it appealing to the young generation of users across the world,” said Mehta. “We celebrate the values appreciated by the young generation, which are embedded in Milk. It is pure, authentic, honest, natural, comfortable, refreshing and blends in with everyone.”

It's also an opportunity to strengthen the positioning of milk on a global platform, says Mehta.

With this campaign the company is looking to increase its footprint in the global dairy market.

About Amul

Amul started in 1946 as a cooperative. Not just in India's leading dairy brands, its also a popular name in over 50 countries.

Amul has a turnover of over Rs 55,000 crore and is the largest in the milk business in India and is also now looking to foray into the organic foods space.