Amul × Women's Premier League, 2023

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.

Associate · Event · 2026

Listed under "Associate Sponsors".

Partner · Event · 2026

Named among the festival's supporting partners for the 15th edition.

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.

Associate · Event · 2025

Associate partner; billed as Amul, the Taste of India.

Beverage · Event · 2025

Listed as "OFFICIAL BEVERAGE PARTNER".

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.