Amul

Other · 7 May 2026

The topical hoarding series that has run since 1966, in which the polka-dotted Amul moppet comments on the week's news. Rahul daCunha inherited it from his father Sylvester, who created it at ASP with art director Eustace Fernandes on a free hand from Verghese Kurien. The May 2026 edition marked Karan Johar's Met Gala debut.

Other · 2026

Amul's decades-old daily topical cartoon campaign, India's longest-running ad property, continued through 2026 with witty reactions to current events, including a tribute to the Manipuri film Boong's BAFTA win and a doodle marking Farhan Akhtar's Hollywood debut as Ravi Shankar in Sam Mendes' Beatles biopic.

Sponsorship activation · 10 Dec 2025

Amul extended its four-year regional partnership with the Argentina Football Association and signed a new deal with Spain's football federation ahead of the 2026 FIFA World Cup, continuing its pattern of building topical creative around the teams it sponsors through the tournament.

Other · 5 Jun 2024

Amul used the re-release of the 1976 film Manthan, screened in the Classics section at Cannes and then in Indian theatres on 1 and 2 June, to retell the co-operative's founding story to younger consumers as it launched abroad. The film's song Mero Gaam Katha Parey has carried Amul's advertising for decades.

Integrated campaign · 16 Oct 2023

Amul took its Be More Milk campaign to a Times Square billboard at the Nasdaq MarketSite in New York, running a 15-second spot 20 times an hour. The line frames milk as the shorthand for being pure, honest and natural.

Ad film · 25 Mar 2017

A comparative TVC that told viewers to tell ice cream apart from frozen dessert, saying ice cream is made with real milk while frozen desserts use vegetable fat. Hindustan Unilever sued GCMMF in the Bombay High Court over it, with Vadilal supporting the suit. Recorded as a landmark despite its age.