Amul unveils ‘Floating Stories’ aiming to empower women dairy farmers

Delhi: In an initiative to celebrate the unsung heroes of rural India, Amul unveileed "Floating Stories," a campaign shedding light on the journey of women dairy farmers who have defied odds and transformed their lives.

The brand’s statement reveals that at the heart of this campaign lies a fact: Amul, world's largest farmer owned dairy cooperative, is powered by women. Not just any women, but 3.6 million women farmers who have shattered stereotypes and emerged as the backbone of India's dairy industry. 

Floating Stories is an exhibition of photo stories that were printed on milk of financially and socially successful Amul-women-dairy-farmers. It aims to be a full-circle tribute, illustrating how their stories can inspire and empower other women.

Through a blend of hydrographic printing and interactive storytelling, the campaign invites viewers to pour a few spoonfuls of milk into troughs filled with water. As milk merges with water, black-and-white portraits of women dairy farmers come to life, illuminating the path of progress and possibility.

Commenting on the campaign, Vandana Joshi, President and Head of Office, FCB Ulka, Mumbai, said, " Inspired by the visionary words of Dr Kurien, who envisioned Amul as an "empowerment mission," the campaign aims to ignite hope and aspiration among millions of women across India. These are not tales of urban glamour but narratives of resilience from the heartland, where women have turned challenges into opportunities and cowsheds into cornerstones of prosperity."

"The essence of Amul's mission lies in the belief that every drop of milk symbolises a story of transformation. Hence, the innovative approach of "Floating Stories" was born, weaving together art, technology, and tradition to captivate audiences and spark conversations," she added.

Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation (Amul), also said, “At the core of Amul’s mission lies the well-being of farmers. With 3.6 million dedicated women dairy farmers driving the success of Amul, they epitomise empowerment. Their tireless commitment serves as the bedrock of our cooperative, inspiring us each day. Amul’s dedicated to enhancing societal happiness and advancing India's progress, is palpable and unwavering.”

*   Agency: FCB ULKA

     *   Brand: Amul

     *   Group CEO, FCB Group India & South Asia: Dheeraj Sinha

     *   Chief Executive Officer: Kulvinder Ahluwalia

     *   Former Chief Creative Officer : Keegan Pinto

     *   President & Mumbai Head: Vandana Joshi

     *   Creative team: Rajdutta Ranade, Niraj Patil, Dipika Rane, Ninoshka Dasilva, Steven Borges, Akash Chavan, Khushi Makin

     *   Account Management: Pinky Shah, Rohit Divekar, Pritha Chatterjee

     *   Strategy Team: Rajesh Sharma, Sneha Tiwari

     *   Brand Team: Jayen Mehta – Managing Director, GCMMF (Amul).

     *   Photography: Madhur Shroff & Niraj Patil

     *   Films Supervisor & Executive Producer: Deepak Rathod

     *   Production House: Asmi Productions

     *   Line Producer: Satish Naik

     *   Music: Anshul Dawar