Taste Of Indi Primarily Graphic Design

Project:

The project aims to reverse the capability of print media (Primarily Graphic Design) to fix things in a place and time, and on-screen media (Primarily Multimedia Design) which deals with motion and movement.

This project is a challenge to work in the both the medias i.e. Graphic and Multimedia creating 2 projects exploring the functional and expressive capabilities of each medium. The project should explore themes of fixity, change, movement, stillness, time, development and stasis, duration, growth/decay, time and distance, process and speed, slowness and mobility.

As the topic for the project, I’ve taken up “Amul India” as a Brand and Identity and how it grew over the span of 50 years and yet has been stagnant as a name in the minds

Since then it has grown into a national brand that is respected and trusted in every corner of the country. The concept of ‘Taste of India’, the Amul moppet and the consistent advertising strategy have all contributed to the Amul success story for the past five decades.

Its products include Amul 's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Amul Pro brand and others. Amul PRO is a recently launched brown beverage just like bournvita and Horlicks offering whey protein, DHA and essential nutrients. In January 2006, Amul launched India 's first sports drink, Stamina, which competes with Coca Cola 's Powerade and PepsiCo 's Gatorade. Amul offers mithaimate which competes with Milkmaid by Nestle by offering more fat at lower price. In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment. Other Amul brands are Amul Kool, a low-calorie thirst quenching drink; Masti Butter Milk; and Kool Cafe, ready to drink

This has been possible with the cooperation and combined efforts of a producer-owned and –controlled integrated system of production, procurement, processing and marketing.

Market Position:

Over the years Amul has been witnessing strong growth in this portfolio, with the segment growing at 53%,[21] as a result of growing consumer awareness and demand for good quality milk.

Use of tetra packs in the urban sectors of the country has got considerable amount of growth in the Amul Portfolio of development.

Current Situation:

Currently, Amul is still the leading brand in the dairy sector in India. They have their series of ad campaigns running since 50 years. They put up a story, a hoarding each week. My project aims at collecting these all and giving it a little twist in Graphic and Multimedia mediums.

For all there hoarding have been very graphic so I want to give it a multimedia design by animating bits and parts of it, as Multimedia Part of the project. I’ll be redesigning a few of their packages and making postcards with details of the campaigns and Amul as a brand.

Communication Background:

Communication is basically through e-mails and presentations in the classroom. My research includes thoroughly going through the book:

‘Amul’s