![]() With an endearing little girl at tow, mischievous and endearing and popular and ordinary all at once, raking up interest, fueling aspirations and rattling up the desires of the masses, through matters that are of commonplace occurrence and everyday prevalence as well as through issues that are socially charged and societally relevant, the little Amul girl is a giant of iconic stature even in her childlike charm, of course adorable in all her palpable fondness for the butter feeding the masses but also assertive with a voice of her own, standing up to such stances that defy her ‘littleness’ to emerge as one of profound identity. ![]() ![]() In fact so essential has been marketing a tactic that has led to the now established globally Indian fame of the Amul butter that today Amul butter speaks as prominently in its mascot and its jingle as it does in taste, texture and time tested pledging of consumer loyalty.Īnd why would it not? As a brand so singularly committed to a product that boasts of its own exclusive mascot, and that too one of the finest and the longest enduring in the advertising world, it is no surprise at all that Amul’s big, thick slabs of butter is also one of the most prominent presences in its respective sphere within the food basket. Brands have always been done in or otherwise at least in part by marketing and the smooth stretch of the Amul butter is no exception. While it might be the rich decadence of the regular Amul butter or its evolution through the times to be tasting today of options from herby and spicy to cheesy and chocolatey that has made this mound of essential bread spread a raging favorite in the parlance of Indian food that sees butter do most of its rounds melting across parathas and sizzling in butter chicken curries that it does sprawling on bread for those simple but sumptuous bread and butter sandwiches, the popularity of Amul butter in particular has also been helped by the manner it came to rest in the public psyche. But even with a range of scrumptious picks like exquisite chocolates and cookies and milkshakes and cream and other dairy and confectionery that can be elicited out of this giant of a dairy conglomerate, it still is the very instantly recognizable yellow peeks of the Amul butter packs that delivers an emotion of mass sentiment for the people of the country. So ingrained is Amul today at the core of India’s acquired taste for butter that the utterly butterly way of delighting is synonymous with it, even when it is by no means the only decadent product offered by a brand also very remarkably indigenous.
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