This Women's Day, Amul Milk raises a glass to woman power

Amul Milk rolled out its latest campaign on Women’s Day, depicting the true care and love expressed in a mother-daughter relationship. Amul, as a brand, embodies care and giving with its commitment to its 36 lakh women dairy farmers. The campaign, conceptualised by FCB Ulka, celebrates women and the role they play in our lives. This particular story focuses on a mother’s persistence on her daughter consuming a glass of milk before heading to work.

The film captures those little yet delightful moments, when a mother or daughter show extreme care for each other, despite being a little careless about herself. It portrays how milk being the purest form of energy, keeps them and their relationship, healthy.

Watch the ad here:
https://www.youtube.com/watch?v=fq99rgt0oMA

Commenting on the campaign, RS Sodhi, Managing Director, GCMMF, said, “We are happy to demonstrate the role of women in the advancement of our society. In fact, Amul is a brand which has strongly empowered women over the last seven decades. Our latest campaign is a celebration of being a woman by highlighting a slice of life moment between a mother and daughter.”

Haresh Moorjani, Executive Creative Director, FCB Ulka and creator of the earlier campaigns on Amul Milk, said, “For over six decades Amul has championed gender equality, encouraging women to step out and contribute to the family income. With milk being a catalyst in this movement, it seems only fitting that Amul raises a glass to woman power this Women’s Day. A simple story, charmingly narrated, the film is a testament of the brand’s commitment to the women of India.”

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food product marketing organisation. Amul is the flagship brand of GCMMF. Today, Amul is a symbol of a vast co-operative network, the triumph of indigenous technology and a beloved brand for millions of consumers around the world.

Campaign credits:
Client: Gujarat Cooperative Milk Marketing Federation
Brand: Amul Milk
Creative agency: FCB Ulka
Chief Creative Officer: Swati Bhattacharya
Creative team: Haresh Moorjani, Deepti Gera, Pankaj Sinha
Account Management: Kulvinder Ahluwalia, Sharon Picardo, Sagar Kabra, Shamima Pereira
Account Planning: Ruta Patel, Anushka Singh
Production House: Studio Gola
Director: Aatish Dabral
Producer: Jyoti Neggi
Films: Alpa Jobalia, Stanley Christian, Pratik Mehta