← Back to Case Studies
India Market ResearchConsumer Research Study · 2024
85%Amul (India)
50 Years of Neuromarketing. Accidentally.
"Consistency in the right emotional triggers, compounded for decades, creates a brand that lives in the brain, not just the market."
A 2024 study in the Indian Journal of Consumer Research surveyed more than 200 Amul loyalists and found over 85% showed powerful emotional neural connections extending into national identity, family memory, and intergenerational trust, far beyond dairy.
The Amul Girl mascot, running for 50+ years with topical wit and humor, is a neuromarketing masterpiece: humor maximizes reward-system activation and brand recall. No celebrities. No expensive campaigns. Eighty-five percent butter market share.
Translate this research into your own category.Apply This to My Brand →