India is a milk chocolate market. Dark chocolates barely constitute 10% of the chocolate category. National and International Chocolate brands here, have dark chocolates as a tiny part of their offering.

Amul, India’s largest dairy brand has been making milk chocolates for over 30 years. Last year they introduced a wide range of premium dark chocolates including the rare 90% variant. This range constitutes more than 50% of their chocolate portfolio therefore it’s a business imperative to grow dark chocolate as a category.

So how to make a milk chocolate loving nation move to dark chocolate?

Amul, being a farmers’ co-operative, has shoestring budgets for advertising. Moreover, since dark chocolates are a small category, we didn’t have budgets to use TV as a medium. Amul has a network of about 9000 retail stores called Amul Preferred Outlets and about 1800 ice-cream parlours. These 10,800 outlets became our touchpoints.