Post their ‘sexist’ and ‘regressive’ ad, Amul celebrates women power in its latest TVC

The new campaign, ‘Amul Milk - Raise a glass to India's woman power’,conceptualised by FCB Ulka is expected to go on air in few days

e4m by exchange4media Staff
Updated: Oct 7, 2015 8:19 AM
Post their ‘sexist’ and ‘regressive’ ad, Amul celebrates women power in its latest TVC

After facing severe criticism, across social media platforms for their last digital ad ‘Har Ghar Amul Ghar- Pyara Bandhan’ which was termed as ‘sexist’ and ‘regressive’, Amul seems to be back on the track with their new TVC ‘Amul Milk - Raise a glass to India's woman power’. The new ad conceptualised by FCB Ulka is expected to go on air in a day or two. The ad shows girls carrying out various tasks which are different. They are seen engaging in doing work which is stereotypically a ‘male’s job- like riding bikes, boxing and sweating it out. The voiceover goes on to describe that how it is because of their determination, they have been able to push every limit and do something new every day. The Amul jingle plays in the background ‘Aage aage badhta hai India, Amul doodh peeta hai India'.

Click here to view the ad:

The brand has till now shared the ad on their Facebook and Twitter pages. The video has garnered more than 3 lakh views on the Amul’s YouTube page in the last five days.

This ad attempts to successfully restore the audience’s faith which got marred recently, when netizens expressed shocked that Amul which has produced some of the most memorable ads, that have either been topical or managed to touch hearts, has actually produced an ad - which supports ‘gender bias’.

Amul breaks silence over ‘sexist’ ad, says intent wasn’t to promote gender bias

Commenting on the entire scenario, in a statement to exchange4media, Amul MD, R. S. Sodhi, said, “With Har Ghar Amul Ghar- Pyara Bandhan, we see the story of a father learning a lesson in parenting from his daughter. The film shows how sometimes without meaning to, we make such small assumptions, that it takes a simple question by a young girl to make the father understand his mistake. The film is about one of the most important relationships of life- i.e. between a sister and her brother. Our intent has never has been there to promote gender bias. In fact, Amul is a brand which has been built on women empowerment over the last 7 decades. We acknowledge and appreciate the feedback received on this film from the media and our esteemed audience and shall advise our creative agency to be less nuanced in the subsequent releases.”


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