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Amul's ode to Indian mothers, by FCB Ulka

MUMBAI: FCB Ulka recently created a heart-warming campaign for Amul, around the theme of ‘Mothers For Mothers’. This campaign is about celebrating mothers and their love. The campaign is live on digital mediums.

The campaign launched the theme of ‘Mothers For Mothers Network’ with a story that subtly brings out the similarity in the lives of rural and urban mothers and how they are connected through the Amul network.

It is the world’s first ‘Mothers for Mothers’ Network, a network of love and caring, where the rural mother nourishes the family of the urban mother by providing her with the goodness of fresh Amul milk. She wakes up at the break of dawn, every single day, milks her cows, travels to deliver the milk to Amul. The urban mother starts her day with milk for her family and shows gratitude towards the rural mother for all the warmth and care.

The film opens with the audience viewing the waking up of two mothers (urban and rural), as they gently caress their still sleeping child. It moves forward as they both are shown making their respective morning beverages, using Amul Milk and savouring it at their favourite spots in the house. Both mothers then mark the onset of the day with their respective tasks. The rural mother is up and about as she makes her way to the cow shed where she milks the cow, takes the milk to the testing center - where it is tested, packed and then proudly advances on her bicycle to deliver it to every mother in the city. The pack of milk is happily received by the urban mother, after the doorbell, while the little girl (daughter) in the house willingly sips on her fresh glass of milk, at the breakfast table. The film ends with the urban mother waving goodbye to the rural mother, with a deep sense of thankfulness and trust.

An ‘Ode to Indian Mothers’ and the untold relationship they share, is what forms the crux of this film.

The lyrical and musical credits for the campaign attribute to Keegan Pinto, Creative Head - FCB Ulka (West) and National Creative Director - Branded Content.

GCMMF MD R S Sodhi said, “In Gujarat -- Over 36 lakh women farmers wake up before dawn just to supply the freshly milked milk to their village co-operative society, a quantum of approx. 200 lakh litres everyday. The goodness of this Amul Milk is enjoyed by over 200 lakh families across India. If we take a closer look, it is a network of rural mothers offering milk to urban mothers across India."

FCB Ulka CEO Nitin Karkare: “Amul championed the cause of women empowerment well before it became fashionable to do so. This film captures the story of the invisible connect between the urban and rural mother that is the story behind the success of Amul.”

FCB Ulka CCO Swati Bhattacharya, “Being a mother, I know that mothers are the same everywhere. The same issues, the same concerns, no matter what the geography or socio-economic background may be. So, there are these mothers who are milk farmers & there these city mothers who are dependent on them for milk to nourish their families."

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