Karthik S
Whoa! Amul's challenger for Naturals Ice Cream? To me, Naturals is the first and last word when it comes to fruit-based ice creams (even though several knock-offs have proliferated the market recently). But I trust Amul's quality too and will definitely give some of these yummy flavors a try. I'm sure I won't be alone. 1/3
Jun 15 at 3:37amWeb
Show threadKarthik SJun 15
2/3 The ad almost seems like a direct onslaught on Naturals by Amul. One, it is not Amul Ice Cream, but launched under the 'Tru' sub-brand, to make a clear delineation from the other, main ice cream range. Two, the sheer range, and this is Amul's hallmark in recent times anyway - bombard people with a massive range to let them ask for them at a local vendor (only to be disappointed that they store only a fraction of what's advertised, usually).
Show threadKarthik SJun 15

3/3 And three, using the most popular variant from Naturals stable - the tender coconut ice cream, as the main hero product! Ironically, Amul had a non-Tru tender coconut ice cream as well, with identical packaging, but without the Tru brand. Now, the brand seems to be consolidated all its fruit-based ice creams into a single 'Tru' sub-brand.

#branding #positioning