By 1995, GCCMF aka Amul had grown to be a multiproduct company. And different products had different target audiences.<\/p>\n\n\n\n
In each region, customers had different imagery of Amul. For example, in the north, Amul was famous for Ghee (Amul also has Sagar brand of Ghee), butter and cheese. In the south, customers were more familiar with the milk powders from Amul. Apart from this, there was Nutramul, chocolates etc.<\/p>\n\n\n\n
The task was to bring all the products under one umbrella and have a common thread running across the products and brands – an identity\/ philosophy\/ message running across which would add gravitas to the umbrella brand Amul.<\/p>\n\n\n\n
R S Sodhi, MD of GCMMF, compared the umbrella brand and individual brands to an Indian family. He said, \u201can umbrella brand is like an Indian family, where the father is the head, and he takes care of the children. When they grow up and become independent, they hold the umbrella for the family\u201d.<\/p>\n\n\n\n
The phrase, Taste of India, was written by Kannan Krishnan of ASP, for a film done before. However, it was Ulka who took the line and gave it importance.<\/p>\n\n\n\n