Amul has rolled out a new film to celebrate international Women's Day.
Unlike the last film, the latest one features a mother and her working daughter at home. The lady cooks, while boiling a packet of Amul Milk simultaneously. As she packs a tiffin, she looks at the clock and tells herself that her daughter, who is late again, will come and tell her not to wait up as she'll be late. The daughter walks in, talking on the phone with a colleague. As she hangs up, she tells her mother that the fragrance of the food is very good. Then, as the mother had predicted, she says that she'll be late. The older lady says in jest that the load of her entire office is on her. The daughter says that she learnt this from her mother. She tries to avoid drinking the glass of milk her mother is handing over, reasoning that she's late. The daughter then notices a full jar of almonds. She looks at the unopened jar and asks the mother why she hasn't opened it for a month. The mother says she didn't have time. The daughter tells her that she must have them – for the daughter's sake. The older woman says that the daughter is right, and hands her the glass of milk while repeating the dialogue (for her mother's sake). The daughter smiles and takes it, and has a sip, before sharing the glass with her mother. The voice over and super say, 'This Women's Day, Amul raises a glass to woman power'. The film ends with the brand's line 'Amul doodh peeta hai India'.
The film went live on the brand's YouTube channel on 5 March 2016. The campaign also extends to print.
Client: Amul Milk
Agency: FCB Ulka