Feature

Dairy-devilry

Amul has stayed relevant through nearly seven decades, with smart messaging and efficiency. Now it is trying a new trick, which involves chocolates and butter cookies

Amul is badass. That girl mascot has earned her punk, bright-blue hair. On its website, the Gujarat Cooperative Milk Marketing Federation (GCMMF) proudly says that it was born out of protest. Its ads have offended a ruling government, invited the wrath of a political party, nettled cricket czars and even taken the wind out of British Airways (or ‘Errways’ as the brand called it). Besides its tongue-in-cheek messaging, the brand has stayed on top of the game with an enviable supply chain and sensible product line.