While the corporate world bangs their heads every now and then to steal a march over their rivals here is Amul- cool and composed with no signs of restlessness. Why? GCCMF MD R S Sodhi sumps up the reasons in his interview to ET Now.
“Never digressing from your core values is what ultimately wins the day”, Sodhi says. “Though you may need to take the contemporariness of time into account one should never dilute the core appeal”, he said emphatically.
“See Amul, we have been consistent in our appeal to consumers over the years. For the past 50 years our slogan was “Utterly, butterly, delicious”; past 30 years we coined “the taste of India” and for the last 15 years “Amul doodh pita hai India”.
It takes decades for an advertisement to take roots in the minds of people and we have succeeded with this line of thought, Sodhi underlined. If a product’s advertizing line is changed every now and then consumers are not able to develop the required bonding, he said soon after the interview to Indian Cooperative.
Sodhi was also aghast at the irrational stories being woven around products these days to push the sale of a product. It is no secret that many advertisements have no connection with the product and audience usually gets put off by their display on televisions, he added.
Sodhi also does not see any threat coming from Patanjali products. He says because of Patanjali Amul Ghee posted a growth of 30 per cent last year. People now know the difference between a good product and bad and since Amul is a tasted brand people rush to buy our products.
There is a huge space for all in India; what Patanjali has done is expand Indian market. Being Indian is an added advantage, Sodhi said. He, however, parried queries on the HuL controversy saying the matter is sub-judice.