Summary:
- Campaign: A celebratory topical marking India’s victory over Pakistan in a high-stakes T20 match (notably the 2026 T20 World Cup clash).
- Product: Amul Butter
- Headline: Men in Blue, Defeat the Green!
- Target Audience: Cricket fans globally, the Indian diaspora, and the general public following the T20 World Cup.
- Goal: Maintain brand visibility, cultural relevance, and connect the brand’s core product (butter) with the festive occasion through creative and witty wordplay.
- Key Element: A topical doodle featuring the iconic Amul girl and a pun-based tagline, a hallmark of Amul’s long-running advertising legacy.
Campaign details
Amul continued its decades-long tradition of capturing the nation’s sporting pulse by releasing a timely tribute to the Indian T20 team. The campaign specifically celebrated a dominant performance where the “Men in Blue” overcame their arch-rivals, Pakistan.
The visual typically depicts the Amul mascot in a cricket jersey, mirroring a moment from the match. The clever concluding line, “Amul Always Yellow,” serves a dual purpose: it references the distinct yellow packaging of Amul butter while subtly reminding consumers that amidst the changing fortunes of blue and green on the field, the gold standard of Amul remains constant.
