Gujarat Co-operative Milk Marketing Federation (GCMMF) has rolled out a film for Amul Milk. Billed as a tribute to India’s woman power, it went live on the brand's YouTube channel on 1 October 2015 and is slated to go on air soon. The film is in line with the brand’s Aage aage badta hai India - Amul doodh peeta hai India message (India is moving forward; India drinks Amul Milk). The film has been conceptualised by FCB Ulka.
The ad film sees four women striving to succeed in their chosen passions. One of them test her automotive engineering skills on a motorbike's engine, while another practices boxing with a punching bag. A third protagonist is honing her ballet moves while the fourth is a badminton player on the court. As they struggle to excel, a glass of Amul milk seems to provide them just what they need, pushing them to try harder relentlessly. As visuals of the women succeeding in their endeavours appear, a super reads, “Amul raises a glass to India’s woman power”.
Client: Gujarat Co-operative Milk Marketing Federation (Amul Milk)
Creative agency: FCB Ulka