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In India, Amul milk advertises with current events
An advertisement Amul, with his mascot, in reference to the project of the nationalist government to impose the teaching of Hindi throughout India. Amul

The deciphering of the info goes through the clod of butter. Up to five times a week, from the Himalayas to the Coromandel coast and from Kutch desert to the jungle of Nagaland, the Amul dairy brand's claims are a blink of a dash. It is humorous to the new politics, culture and sport of the subcontinent. The regularity of the advertisements is such that they are not only part of everyday life, but are eagerly awaited when an event of importance takes place in the country. And this has been going on for a quarter of a century now.

The baby girl with blue hair and the red polka dot dress that serves as a mascot at the Amul Cooperative, established in Kheda, Gujarat, first appeared in the 1960s. , thanks to the will of the businessman Verghese Kurien, who was called during his lifetime as "the father of the white revolution", because of its contribution to making Indian dairy production self-sustaining, and to block the way for Western predators, such as Nestlà © or GlaxoSmithKline.

Handle the decision

It is Advertising and Sales Promotion (ASP), an agency in Bombay, which gave it birth, carried by the imagination of its leaders, Sylvester da Cunha and Eustace Fernandes. The little girl quickly settled into the advertising landscape with her jokes wisely handling the decision and telling, as highlighted by theHindustan Times, "India's journey from a country curled up on itself to a country confident of its place in the world". But it is from 1994 that his long eyelashes took on a national dimension, when Rahul da Cunha, son of Sylvester, took over the torch of the creation of Amul.

He then teamed up with the editor Manish Jhaveri and the designer Jayant Rane, a trio that has just celebrated its 25th anniversary. Their recipe? Find a title that comments on a news story, a slogan to make a statement with the butter and a drawing to put it all together. "A great concept"says Kunal Vijayakar, a former advertising critic turned gastronomic critic.

Like journalists

In June, for example, Amul rebounded on the announced denial of Congress Party President Rahul Gandhi, following his debut in the legislature, publishing a sketch representing the leader of the opposition sitting at his desk and picking out a card game with effigies of his potential successors (opposite, below). Above, a title â € " "Who will play the new leader? AT" â € "with a play on words between the interrogative pronoun" who "(khon, in Hindi) and the nickname of the Congress Party ("Cong"). Below, a slogan: "Amul, always leader! AT".

In India, Amul milk advertises with current events
The Amul publicity which puts on the scene the announced denial of the president of the Party of the Congress, Rahul Gandhi, in June 2019.

A few days earlier, the little brunette in her polka-dot dress reacted to the nationalist government's plan to impose Hindi education throughout India, especially in the South. where this language is not practiced at all. The mascot appeared as a school teacher in front of a painting, turning the pages of a textbook (Hereinafter against). Title: "Different mother tongues, a common language of butter". Slogan : "Amul speaks your language! AT"

In India, Amul milk advertises with current events
An advertisement Amul, with his mascot, in reference to the project of the nationalist government to impose the teaching of Hindi throughout India. Amul

The timing of ads is crucial for hitting the minds of consumer citizens. Rahul da Cunha says that both his comrades and he work as journalists: "Every Monday, we examine the issues that concern the Indians and we classify them. AT" There are those who are burning news, those who are sure to take some time, and those who are likely to change in the days that follow. "We're picking up the news in the newspapers, but we're picking up the country's ripples and the fundamentals of social networks."he explains.

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Last year, Amul celebrated Narendra Modi's birthday by posting a video on Twitter that scrolled through all the pubs that had used the representation of the head of the nationalist government. has hastened to thank the brand of butter by saluting "His sense of humor". It was then fried the boot lick.

The little girl with blue hair, it is true, never looked for malice. In these times of heightened populism, it is less and less temporary. "Today, India is so polarized that it's easier to know which themes to avoid, justifies Rahul da Cunha. Politics has become a source of division, marketing a source of unification. AT" And Profit: Amul expects a growth in its business of 20% this year.

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