Amul portrays ‘mooch’ obsession, leads viewers to another milk moustache

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).

 

Credits
 

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