Amul has initiated a total makeover of its largest selling product, Amul Milk, to connect with the youth. A new TVC shows youngsters and kids showing a clear preference for Amul Doodh over any other beverage, with a funky, catchy beat that has just one line repeated by various voices, “Dude, where’s da doodh?” DraftFCB Ulka is the agency behind the TVC. Shot by Sudip Bandhopadhyaya of Thumbnail Pictures, the TVC has a predominance of white to make it look fresh, crisp and healthy. The TVC broke on all news and entertainment channels on May 11. RS Sodhi, Senior GM, Amul, said, “Earlier, we were targeting children with the tagline, ‘Amul doodh pita hain India’. The brief that we gave to DraftFCB Ulka was that now we are targeting youngsters and would like to make the brand more contemporary. Youngsters should be proud of drinking milk.” Nitin Karkare, COO, Draftfcb Ulka, said, “We’ve been working closely with Amul for the last 25 years, and the biggest challenge here was to make milk appealing to the youth of today, who are more hooked to colas and energy drinks. I’m particularly happy with the youthful and glossy look of the commercial.” The TVC talks to the youngsters in their lingo, with the music and visual imagery making Amul Doodh desirable, rather than a verbal barrage of the virtues of milk, which everybody is familiar with. It focuses on fit, healthy, toned bodies that subtly communicate the health attributes of milk, while the kids’ insistence is a quiet, but definite reassurance of the taste aspect. So, there’s a young swimmer with his six-pack abs and a young lady just out of her workout asking specifically for “da doodh”. Swimming, gymming, and cricket are also indicative of a sporty, active lifestyle. The kid who believes his breakfast is not complete without “da doodh” underlines its role as a morning staple. And finally, the young married couple has the newlywed wife realising the proverbial glass of milk that’s missing from the night stand, playfully questions her husband, “Dude, where’s da doodh?” “The message behind this TVC is that milk is meant for everybody, anytime,” said Sodhi, adding that the TVC would be followed by print, OOH and below the line activities.