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Shoojit Sircar’s ‘Piku’ weaves brand Amul into the storyline

A book based on 50 years of Amul advertising has also been launched

Shoojit Sircar’s ‘Piku’ weaves brand Amul into the storyline

A book based on 50 years of Amul advertising has also been launched 

BestMediaInfo Bureau | Mumbai | May 11, 2015

PIKU-TVC Click on the image to watch the TVC.

Brand Amul has collaborated with the new release ‘Piku’, which has been garnering praise from critics and fans alike. Amul’s association with the movie revolves around milk and ice-cream.

The film, which stars Amitabh Bachchan, Deepika Padukone and Irrfan Khan, is not just about the unconditional love between a daughter and her father, but is also progressive and hopes to make one talk to their parents about things they don't usually talk about.

In the movie, Deepika has a hectic life with managing work and her old father at home. Milk helps to keep her energised all day to perform at work, in a presentation, at shopping, in the kitchen, while driving and handling household chores, etc. Amitabh, who is her father, is a little irritable due to his old age and Deepika feeds him ice cream to keep him cool.

The campaign has been aired across television channels and social media platforms in the lead up to the film’s release on May 8, 2015.

On the collaboration, RS Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF), said, “We are happy to have associated with this fantastic, slice-of-life, family based, fun film. The association of the film with our most popular milk and ice-cream brand will appeal to all audiences across the nation. We have had several appropriate film associations in the past which helped us connect with the audience in a better manner.”

Nitin Karkare Nitin Karkare

Nitin Karkare, Chief Operating Officer, FCB Ulka, added here, “The association with ‘Piku’ is a perfect fit for the brand, as Amul products have always been the source of daily nutrition that energises millions of Indian consumers to keep them going.”

Meanwhile, GCMMF has launched ‘Amul’s India’, a book that is based on 50 years of Amul advertising. It captures the journey of the brand through the eyes of prominent writers and public figures like Amitabh Bachchan, Alyque Padamsee, Harsha Bhogle, Rahul daCunha, Rahul Dravid, Rajdeep Sardesai, Sania Mirza, Santosh Desai, Siddharth Kak, Shobhaa De, Shyam Benegal, Suhel Seth and Sylvester daCunha.


Amul’s hoardings are markers of the ‘popular’ history of India and have been followed by fans for decades. Timeless and ageless, this long-running campaign has captivated Indians of all ages.

In this revised and updated edition, the book captures new trends and events that have impacted Amul and traces how the lovable little girl in polka dots has kept pace with all of that and stands stronger than before. The book also offers an inside peek into the back story of the creation of ads.

Sodhi commented, “The Amul topical advertising campaign and our consistent advertising strategy has played a very pivotal role in the growth of brand Amul and we shall endeavour to continue our efforts.”

Rahul daCunha, Managing Director, daCunha Communications, added here, “How does one encapsulate the history of the longest running outdoor campaign in a single book? With 8,000 billboards and counting? Well here we are, ‘Amul’s India’, the revised edition is out. It is truly a labour of love. A campaign I’m proud of. A book that I cherish.”

The TVCs:



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