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FCB Ulka Campaign for Amul Milk Raises a Glass to India’s Women Power

Press Release - Mumbai, 15 October 2015

Today, more than ever before, we see women at the forefront of myriad fields. The Indian woman is pushing her limits, redefining boundaries, and subsequently earning herself top position in everything she does and making her presence felt. Recognising this role of women in our lives, Amul, India’s largest milk brand raises a glass to women power.

Milk is the world’s original energy drink and its benefits to our mind and body have been well-acknowledged for generations. Amul Milk packs in all the goodness of milk, making it the perfect source of energy for all the go-getter women out there. The tonality of the film too is honest and real, depicting real effort and real action.

Women are now fiercely ambitious and are proving their mettle not only on the home front, but also in their respective professions. The campaign raises a toast to these women and portrays how milk energises them to go about their lives and shine. The film captures a few dimensions where women are excelling, like entertainment, sports and engineering. 

Commenting on the campaign, R S 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 been built on women’s empowerment over the last 7 decades. Our campaign “Amul Doodh Pita hai India” is very popular across the country and we are confident that this creative will further propel the brand.”

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

Haresh Moorjani, Executive Creative Director, FCB Ulka and creator of the earlier campaigns on Amul Milk, said “Historically we have seen that there is a strong association between a country’s progress and how it treats its women. Today, if we are where we are it is solely because of the role women play in our lives – at home and outside. Taking this forward, the Amul Milk campaign is an ode to the Indian woman captured in the track that says “Aage aage badtahai India. Amul Doodh Peeta hai India!”

The film was launched on YouTube and has received great response in just four days. The film will also be airing on TV soon with a high-decibel media plan.



Creative Agency: FCB Ulka

Chief Creative Officer: Satbir Singh

Executive Creative Director: Haresh Moorjani

Creative team: Deepti Gera, Varun Sharma

Account Management: Sharon Picardo, Vijay Gupta

Account Planning: Ruta Patel, Mubina Quraisshi

Production House: Milestone Films

Director: SurajWanwari

Producer: Farid Khan



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About GCMMF (Amul)

Gujarat Cooperative Milk Marketing Federation (Amul) is India's largest food products organisation with annual sales turnover of approximately Rs. 21,000 Crores. It is a cooperative federation of 35 lac milk producers affiliated to 17,000 village cooperative societies handling 160 lac litres of milk every day. Amul processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc. in 3,000 cities and towns of India and 40 countries around the world.

About FCB Ulka:

FCB Ulka Advertising is the flagship agency of the FCB Ulka Group, a top 5 marketing communications company in India with over 120 Indian and multinational clients and 800 professionals working across six offices in seven cities. Besides three mainline creative agency brands and a media agency brand, the FCB Ulka Group has an array of specialised divisions such as Digital, Direct/CRM, Healthcare, Brand Consulting, Analytics, Activation, PR, etc. It is a part of FCB Worldwide, an agency of 140+ years agency network with presence in 100+ countries, 1,000+ brands, 8,000+ people, owned by the Interpublic Group of Companies (IPG).