Ad Campaign- Amul Chocolate
Ad Campaign- Amul Chocolate
Har Khyaal Ke Peeche,
Ek Khyaal Unka Bhi
Har Khyaal Ke Peeche,
Ek Khyaal Unka Bhi
Amul Dark Chocolate has India’s widest cocoa range (55%-99%), making it the natural lower-sugar alternative to milk chocolate. As Diwali gifting turns “guilt-free,” dark chocolate is the answer milk chocolate can’t give, and no one has claimed it yet.
Amul Dark Chocolate has India’s widest cocoa range (55%-99%), making it the natural lower-sugar alternative to milk chocolate. As Diwali gifting turns “guilt-free,” dark chocolate is the answer milk chocolate can’t give, and no one has claimed it yet.
Design Intent
Design Intent
To reposition Amul Dark Chocolate from a niche, “bitter” product into the festive choice for guilt-free indulgence. Using its widest-in-India cocoa range (55%-99%) as proof, the design should make dark chocolate feel premium, gift-worthy and aligned with the health-conscious shift in Diwali gifting, a space milk chocolate can’t credibly claim.
To reposition Amul Dark Chocolate from a niche, “bitter” product into the festive choice for guilt-free indulgence. Using its widest-in-India cocoa range (55%-99%) as proof, the design should make dark chocolate feel premium, gift-worthy and aligned with the health-conscious shift in Diwali gifting, a space milk chocolate can’t credibly claim.
Guides
Guides
Prof. Saurabh Vyas
Prof. Saurabh Vyas
Timeline
Timeline
4 weeks
4 weeks
01 / Rooted in the festival
01 / Rooted in the festival
Note -This video is made by Amul Chocolate official.
Note -This video is made by Amul Chocolate official.
Positioning dark chocolate as the guilt-free choice for Diwali gifting.
Positioning dark chocolate as the guilt-free choice for Diwali gifting.
Research Board
Research Board
Core Problem
Core Problem
Diwali gifting is turning health-conscious, yet chocolate gifting is still led by milk chocolate.
Most existing chocolate gifting is:
Too sugary for guilt-free gifting
Too generic for festive occasions
Too silent on the dark chocolate alternative
Diwali gifting is turning health-conscious, yet chocolate gifting is still led by milk chocolate.
Most existing chocolate gifting is:
Too sugary for guilt-free gifting
Too generic for festive occasions
Too silent on the dark chocolate alternative
Key Insight
Key Insight
The problem is not a lack of product, but a lack of ownership.
Nobody in the category has claimed “guilt-free” gifting. Design’s role is to claim that space, not invent it.
The problem is not a lack of product, but a lack of ownership.
Nobody in the category has claimed “guilt-free” gifting. Design’s role is to claim that space, not invent it.
Target Audience
Target Audience
Age 22–40
Urban and Tier-2 Indian consumers who are health-aware but not restrictive, enjoy milk chocolate, and seek a balance between wellness and indulgence. They include casual dieters, gym-goers, and health-conscious gifters looking for thoughtful alternatives for Diwali, birthdays, and corporate gifting.
Age 22–40
Urban and Tier-2 Indian consumers who are health-aware but not restrictive, enjoy milk chocolate, and seek a balance between wellness and indulgence. They include casual dieters, gym-goers, and health-conscious gifters looking for thoughtful alternatives for Diwali, birthdays, and corporate gifting.
Campaign Objective
Campaign Objective
Position Amul Dark as guilt-free indulgence, without using “healthy” in headlines.
Connect with health-conscious consumers who seek indulgence without compromise.
Build recall through comedy, making the health cue the punchline, not the message.
Position Amul Dark as guilt-free indulgence, without using “healthy” in headlines.
Connect with health-conscious consumers who seek indulgence without compromise.
Build recall through comedy, making the health cue the punchline, not the message.
Tone of voice
Tone of voice
Funny, quirky, self-aware, never preachy.
Confident and understated, letting the product speak for itself.
Rooted in relatable Indian diet culture and food guilt.
Funny, quirky, self-aware, never preachy.
Confident and understated, letting the product speak for itself.
Rooted in relatable Indian diet culture and food guilt.
02 / Creative Direction
02 / Creative Direction
A simple form. A shared voice.
A simple form. A shared voice.
Positive and negative space bring together the Latin and Devanagari letterforms, echoing the passages of a gully.
Positive and negative space bring together the Latin and Devanagari letterforms, echoing the passages of a gully.
Reference Board
Reference Board
Dummy Shoot
Dummy Shoot
FInal AD FIlm
FInal AD FIlm
WIP….
More Works
More Works
More Works
Packaging
Packaging
(03)
Packaging
Packaging
(03)
Social Media
Social Media
(04)
Social Media
Social Media
(04)