50+ years of wit, culture, and buttery brilliance.

The Big Idea

What if a dairy brand could be more than just a butter ad?

For over five decades, Amul has turned headlines into hilarious, heartfelt, and thought-provoking creatives — usually featuring its beloved mascot, the Amul Girl. These topical ads have helped Amul remain not only relevant but culturally indispensable in India’s marketing landscape.

Whether it’s political drama, cricket wins, film releases, or social causes, Amul has a take — and it’s always spread with flavor.

Campaign Objectives

• Build a long-lasting, emotionally resonant brand identity
• Use real-time events to stay top-of-mind
• Drive conversation through clever, localized humor
• Strengthen recall and trust across generations

Strategy Breakdown

Topical Targeting

Amul’s creative agency (daCunha Communications) has mastered newsjacking — quickly responding to trending stories with relevant, pun-filled copy.

Consistent Visual Identity

Every ad features:

• A hand-drawn Amul Girl
• Bold headline puns
• A small block of product placement
• Flat-color cartoon illustrations that haven’t changed much since 1966

Omni-Platform Distribution

What began in print is now shared across billboards, social media, and WhatsApp — with digital fans often anticipating the next piece.

Local + National Balance

Whether it’s a local Chennai flood or a Bollywood wedding, Amul adapts regionally while maintaining a national voice.

Execution & Creative Process

• Speed: Concepts are turned around within 12–24 hours of major news breaking.
• Tone: Always family-friendly, punny, sometimes cheeky — but rarely offensive.
• Language: Primarily English with frequent use of Hinglish and Indian idioms.

Example Topics Covered:

• World Cup wins
• Demonetization
• COVID-19 lockdowns
• Film releases like RRR, Barbie, and Gadar 2
• Global headlines like Oscars, political shifts, and viral memes

Results & Brand Impact

• Unmatched Recall: Even non-buyers recognize Amul’s creativity
• India’s Longest-Running Outdoor Campaign
• Multi-generational loyalty: From Gen X to Gen Alpha
• High Shareability: Thousands of shares per post organically
• Case Study Material: Featured in IIMs, marketing books, and classrooms

Key Takeaways

• Consistency is brand power: Same style, same mascot, evolving with time
• News-driven marketing works when it’s fast, clever, and relatable
• Humor + Culture = unbeatable formula in Indian advertising
• Low-cost, high-impact content can outperform celebrity-heavy ads

What Marketers Can Learn

• Be culturally aware and fast in execution
• Build a signature format that audiences recognize instantly
• Respect intelligence — Amul ads never dumb things down
• Use humor strategically to connect without offending

Spotted a brilliant topical ad?
Submit it to us — it might feature in our next newsletter or breakdown.