Amul Butter: Utterly Butterly Delicious

I suppose I don’t really know why I chose to discuss Amul’s “Utterly Butterly Delicious” campaign as I begin my blog.  The campaign’s innate Indianness may have something to do with it. Its sensibility is uniquely Indian so much so that Amul Billboards have become a part of the culture…no moment of significance is significant enough if it hasn’t been cheekily celebrated by Amul Butter. Increasing popularity of social media; legalizing of homosexuality in the country; swine flu pandemic; success of Slumdog Millionaire – all have had a place among the many ‘topicals’ of Amul.

Delhi High Court judgement legalizing Homosexuality

Growing popularity of social media

Growing popularity of social media

Amul’s brand ambassador – a round faced little girl with chubby cheeks and bow tied hair, holding out a packet of Amul butter in strategically posted billboards has been around for more than 3 decades now.  Taking their cue from popular culture – a headline grabbing news piece, a controversy, or a bollywood film, the billboards say something that is on people’s minds and thus find almost an instant connect with the audience. Over the years, the ads have gained an inimitable identity which by extension lends itself to the brand. Along the way, these ads have also caused ripples and stirred controversies – the one with Amul girl wearing the Gandhi cap rubbed many in the political milieu the wrong way. But such episodes haven’t disrupted the risqué tone. And yet, with their tongue-in-cheek humor, the yummy spoofs and the adorable mascot provide an endearing and long lasting quality to the brand.

For those of you interested, the Amul website showcases the entire collection at


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4 Comments on “Amul Butter: Utterly Butterly Delicious”

  1. […] Reading my prior post about Amul billboards got me thinking about other ad icons. I was amazed at how many of these exist out there. […]

  2. Ashok Kumar Mahnot Says:

    Great sensitivity about contemporary matters conveyed in these Amul ads

  3. Vaibhav Jain Says:

    Great discussion about ads.

  4. Nishant Says:

    “utterly butterly delicious” reminds me of my time in India. It’s surprising to see how a little girl with butter in hand still continues to live in everyone’s life. It’s been thirty plus years…Thanks for sharing it.

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