Top Story


Home >> Advertising >> Article

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

Font Size   16
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.”


Tags Amul Har Ghar Amul Ghar- Pyara Bandhan FCB Ulka R. S. Sodhi

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

Vikas Sharan, shares Regalix's vision and mission, and how the company has progressed over the years since its inception in 2004 with the ever-evolving technologies

Larraine Criss on the launch of MainAd's flagship proprietary technology, Logico by partnering with Google and how they are going to expand in and explore the Indian market

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

The publishing giant could not find an appropriate replacement for ex CEO, Vivek Khanna's position

Kranti Gada has been promoted as the Chief Operating Officer from that of Senior Vice President-New Business Development

In a letter, various employee associations of AIR and DD have requested the Government to explore the possibility of payment of salary directly from the I&B Ministry