Gujarat Co-operative Milk Marketing Federation has launched a campaign for Amul milk, playing on moustaches. The film conceptualised by daCunha Communications went on air on 25 June.
The film features men from different walks of life who are proud of their mooch (moustache) and their efforts to take care of it. These include a man of royal descent, an actor, a cop, and a young man at a salon. The obsession of the men with their moustaches – real and fake – is brought out on screen and accentuated by the soundtrack. The last person to don a ‘moustache’ is a young girl drinking milk.
As she displays her milk moustache, the film ends with the super underlining its value: “Mooch nahi to kuch nahi.” (Literally translated: If there’s no moustache, there’s nothing).
Client: Gujarat Co-operative Milk Marketing Federation (Amul)
Creative agency: daCunha Communications
Concept: Rahul daCunha, Preetika Chawla, Patrick Graham
Production house: Final Call Productions
Producers: Parthiva Nag, Preetika Chawla, Dhruv Chawla
Writer and director (film): Patrick Graham