After you have relished the last drop of the sweet lassi, enjoyed a lip-smacking milkshake, sipped on some rejuvenating coffee, or digged into some cooling curd, has it ever occurred to you that all of this would been a remote possibility had it not been for the Father of the White Revolution?

When a new India was being born, an ingenious, forward thinking man, with a background in mechanical engineering and nuclear physics took the first step towards strengthening the rural forces of his country by working his flesh and bones to set a base for the dairy industry in India.

Hailed as the architect of India’s one of the most successful brands – Amul, Sir Verghese Kurein’s operation flood in 1970 , changed the entire dynamics of a milk deficient India to India being the world’s largest milk producer today. Even though the global pandemic tried to gun down every brand in the world, Amul stood the pressure of times.

As Amul’s Managing Director – RS Sodhi shared in an interview regarding Amul’s reach in the pandemic he.…
“Amul was visible, Amul was available and Amul was affordable too.”

When the best of the brands and businesses got busy cracking the code to sustain and survive the pandemic, Amul wasted no time to redeploy its team towards the segment that was facing excess demand – fresh dairy products. Be it making solid use of technology or working their thinking horns to constantly innovate, Amul proved that to be a market leader, it’s not the success but the sustainability of it that keeps one’s position secure and moving upwards.

Remember the time when the brand urged the whole country to have a glass full of milk with their simplistic lyrical ad – Doodh Doodh Doodh, Piyo Glass Full Doodh ? The words of that ad resonate even today. And that’s not all, the petite Amul girl who was incepted with a view to become the voice of the aam jaanta, has been doing an ace job of sharing her nuggets of wisdom during the pandemic.

Created by Sylvester da Cunha and Eustace Fernandez, the Amul girl perhaps has been the most well executed brief – easy to draw and memorable. But it takes a lot more than that to make this tiny – polka dot attired – little girl, a household name. She is a sentiment beautifully translated into creative expression.

Let’s look closer into this creative milkyway and see how the Amul girl spoke to her audiences during the pandemic…

Keep yourself utterly clean! – says the Amul girl.

No more handshake, the good old namaste. – The desi Amul girl does it right.

Cut the fuss of a meal, stay indoors, for Amul is the real deal. – How much is too much anyway?

When the nationwide lockdown came into play, Amul asked everyone to keep stress and hunger at bay.

Reminiscing some epic stories with the country.

A dil se thank you to the frontline warriors for keeping the countrymen safe.

Mothers: The true multitaskers of the world. – The Amul girl salutes mothership.

Keeping up with the times. Distanced yet connected…by video calls and even taste.

Know your zone. Yellow – one for all…all for one.

Delighted on Big B’s Big Win against Corona!

Wooting with precautions on the vaccination roll out!

This smarty is always up for a party!

Sharing the trick to not falling sick!

She knows you are not angry…maybe just hungry!

Time to get your license for good health!

As the brand continues to scale new heights of innovation, the Amul girl will always rule our hearts with her quirky take on global and local happenings. Her galaxy of words and wisdom is a treat for the mind and food for the creative soul. Thank you for being utterly-butterly-supercalifragilisticexpialidocious!

The post Diggin Into Delicious Ideas – Amul! first appeared on Scriptwallah.