BRAND PROMOTION STRATEGIES USED DURING TOKYO OLYMPICS 2020: A CASE STUDY OF AMUL DOODLES

Promotions and advertisements are the part and parcel of Brands. The brands plan strategies to attract customers. These promotional strategies, create the demand and increases the sale of the product/Brand/Service. The promotion of any product, brand or service, through the promotion of some major events or happening such as Pandemic, IPL, FIFA World Cup, Cannes Film Festival and Olympics etc. popularize the brand and create a good will amongst the customers. The aim of the study was to investigate the strategy of Amul and its impact on the audience during Tokyo Olympics 2020 that was organized in 2021 due to pandemic. For this investigation, the content of 10 Amul Doodles was analyzed, while for the study of the impact of Amul Doodles on audience a random survey was conducted on 100 persons (aged 18-49).The analysis of the content indicated that Amul Doodles focused on the performance of Indian Players in Tokyo Olympics as a promotional strategy. On the other hand, the Survey stipulates that this promotional strategy of Amul increased the popularity and good will of the Brand in the market. It is recommended that Amul should continue with this unique promotional strategy and other brands should develop some unique strategies like Doodles.