Amul indulges in Second Life Marketing

Amul a brand of Gujarat Cooperative Milk Marketing Federation Ltd is one the few Indian brands to go to second life to take advantage of the much debated advergaming phenomenon. I haven't been able to figure out though as to what is the idea behind this strategy.Amul had earlier created a virtual parlor in secondlife but now Amul is planning to buy eight-10 islands, equal to 160 acres of virtual land, in Second Life to set up a simulation of its production and distribution facility. According to Amul the objective behind launching a virtual setup is to demonstrate its functioning to the consumers, and experiment with any change in the production or distribution system virtually before executing it in the real world. Now I could very well figure out the funda of setting up a virtual parlor but setting up a virtual factory really doesn't makes sense unless they want to hire employees which I don't think hang around in Second Life.
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