Remembering the milkman of India Dr. Verghese Kurien through Amul’s ads

MUMBAI: Today is the milkman of India’s’ 94th birthday, Dr Verghese Kurien, famously known as the Father of the White Revolution after his pioneering work in increasing milk production in the country proved to be a success. Amul is celebrating the National Milk Day on the occasion of his birth anniversary on 26 November 2015. Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.

He was born on 26 November 1921 in Kerala and he passed away on 9 September 2012 in Gujarat. Kurien had dedicated his entire life for the cooperative movement which boosted the production of milk in India. It is because of his vision and efforts that India is the largest producer of milk in the world. Kurien has also authored some books which includes I Too Had a Dream, An Unfinished, etc.

Amul has an extravagantly huge range of products which includes milk, milk powder, butter, ghee, cheese, dahi, yoghurt, buttermilk, chocolate, ice cream, just to name a few.

The home-grown dairy cooperative created an adorable mascot – the Amul butter girl in 1966 and had celebrated her golden jubilee a couple of years back. Amul is known for its mascot commenting on all things by capturing the spirit of India with beguiling charm. Amul’s advertisements have always given out spoofy satirical messages to Indians.

On this heart-warming day, we at have tried to pay our tribute to one of the most significant souls born in India. We have listed out the brand’s most admired videos and print advertisements which have been widely loved by Indians.

Here is the list:

The famous dialogue from Amitabh Bachan’s movie Sharaabi goes like "Moochein ho toh Nathulal jaise ho, warna na ho?” One is just bowled over by Amul in this ad. The ad puts some ‘swag’ element to a young girl who gets a moustache after drinking Amul Lassi in a men’s salon.

Today’s Indian woman is pushing her limits, is redefining boundaries, and is subsequently earning herself top position in everything she does. Women are making their presence felt and are always trying to leave a mark on every person they come across. Appreciating and recognising the role of women in everyone’s lives, this Amul advertisement raises a glass to women power.

The advertisement embraces a very important message to the people in India. It shows how important and valuable the older generation is.  The advertisement puts light on how we treat our elders during certain situations and imparts importance of friendship.

The theme telling advertisement depicts the story of an everyday Indian family. The advertisement shows a family comprising of parents with a young boy. It shows the parents taking turns to wake up and get the boy ready for school. It further shows how the parents get tired of the daily process and the boy notices this change and is visibly unhappy with it. The young boy, one fine morning, rises up himself and prepares for school without any help from his parents.

This Amul advertisement celebrates the economic independence of women in the villages. It shows the role that the co-operative movement has played in elevating the lives of women dairy farmers.  The women are shown multi-tasking and running dairy sheds, tending to their business, using laptops, teaching and even taking up leadership roles in their village.

Amul, the taste of India, is known for personalised print ads which have often been a challenge for the print media.  It is generally difficult to make a ‘one-on-one’ connection, but Amul has set an example since everyone likes topical stuff; it is very quick to talk about anything that happens. Controversies and obstacles have not stopped Amul from expressing the situation of the country through its ads.

The few good and strong personalised print advertisements done by the dairy cooperative are listed below.

A lot was talked about AIB’s roast on Karan Johar, Arjun Kapoor and Ranveer Singh with an animated poster. They did the poster by taking a serious topic in a much hilarious and light-hearted way.

Amul presented an advertisement during the economic slowdown in 1983.

When Facebook bought Whatsapp, Amul showed Facebook’s love for shopping when they boughtsapp. This advertisement was released in February 2014.

Amul advertisement on the Indo-US tie up in January 2015.

It was the time for Amul to come up with an advertisement on the biggest blockbuster of Indian Cinema Baahubali and it didn’t disappoint us at all. It definitely is Bahut Butterli! This ad was released in July 2015.

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