 Marketing is an incredibly complex subjects. There are products where marketing campaign is good, but the results may not be and there are products where results are good and campaign may not be. Many a times what is visible versus the efforts put in there could be a disconnect. This jury was a fantastic experience where we could go behind the campaign, evaluated across multiple dimensions as jury members had a varied background and it was really a fun experience to figure out how brands gets built, how marketing plays a role in building the brand. One there should be a purpose with the brand, second there should be a connect with the target audience and third the brand should leave certain sustenance. The campaign should not be effective only when it is made. In fact as someone posted on social media yesterday, this was in the context of Arun Gobil who played Bhagwan Ram's role in Ramayana coming out of Ayodhya airport and people touching his feet. I think brand campaign also should be like that. It should not be effective only when it is on. It should be lingering in the memory of target audience even when campaign is not running. Well there is an ocean, there is not one campaign which one can pick up as a favorite one. But undoubtedly I have been mesmerized by Amul. It is one brand which has connected rural and urban India, young and old India, India and Bharat as well. This is one brand which resonates with the current events and despite passage of time the memory of Amul girl always lingers. So to me Amul represents epitome of value, connect and sustenance.