🧈 Case Study: Amul’s 75-Year Ad Story - What Keeps It Relevant?

Before memes existed, there was the Amul girl.

She stood on hoardings with her round face, polka-dotted bow, and sharp wit. She didn’t shout. She didn’t sell. She simply spoke in puns, in pop culture references, in headlines reimagined with humour. For millions of Indians, spotting the latest Amul ad on a roadside billboard became a ritual. And that’s what makes this brand’s 75-year run not just impressive, but iconic.

Because when a single cartoon character can comment on politics, cricket, Bollywood and global affairs, while still selling butter - you know something special is happening.

The Secret Sauce: Topical + Timeless

Amul’s advertising model is deceptively simple: a topical hoarding ad with one punchy visual, a clever pun, and a tagline that ties it all together - Utterly Butterly Delicious.

They’ve commented on everything from Virat Kohli’s form to Barbie’s return, from demonetisation to space missions. Their magic lies in being current without being cringey. They’ve managed to be funny without being offensive, insightful without being preachy. And above all, consistent - in format, tone, and frequency.

You’d think this format would get old. But like a good sitcom or a trusted friend, Amul has leaned into the comfort of predictability, spiced with topical wit.

Consistency Over Chaos

In a branding landscape where everyone is rebranding, refreshing, rethinking every two years, Amul stayed put.

Same girl. Same pun-filled copy. Same handmade art style. No 3D reboots, no jazzy animations. And still? They’ve stayed ahead.

Because consistency isn’t boring when the content is good. In fact, it builds trust.

While startups zig-zag from one visual identity to another, Amul reminds us that branding doesn’t mean visual novelty. It means recognition. The kind that doesn't need a logo - just a silhouette and a tone of voice.

Voice of the People, Not Over the People

One of the most powerful aspects of Amul's branding is that it speaks with the people, not at them.

They don’t come across as marketers. They feel like fellow citizens ,chuckling at the same headlines as you. And that’s where their power lies.

When MS Dhoni retired, Amul didn’t write a long tribute. They simply showed the Amul girl in cricket whites and said: "Thala Toast."

When India reached the Moon? “India - over the moon.”

In a world of wordy brand posts and overserious campaigns, Amul kept things light - and in doing so, became part of the national conversation. They didn’t push product. They pulled attention. Effortlessly.

Emotional Branding at Its Best

Beyond the jokes and headlines, Amul has always hit an emotional nerve.

It reminds people of childhood breakfasts, grandparents who insisted on buttered toast, road trips where the billboard made everyone laugh. Amul is part of people’s lived memories.

That’s what emotional branding really is - not just storytelling, but memory-keeping.

And because their tone has always been playful and family-friendly, they’ve managed to span generations. Your dad chuckled at the Amul billboard when he was your age, and now you share it on Instagram.

What Modern Brands Can Learn

There are three core lessons brands can take from Amul’s playbook:

1. Consistency builds comfort. Don’t change just because the market demands it. Change because your customer needs it. Amul barely changed its look, but it kept its soul intact.

2. Humour creates habit. We return to what makes us smile. Brands that entertain earn organic attention without begging for engagement.

3. Relevance isn’t noise - it’s nuance. Amul picks moments that matter. It doesn’t post 15 times a day. But when it speaks, people listen.

🧈 Final Butter Spread

For 75 years, Amul hasn’t just sold butter. It’s sold warmth, wit, and trust.

It’s been a cartoon, a commentator, a cultural observer. And that’s why it remains iconic, because when you speak in a voice people trust, with humour that hits home, you don’t need a new campaign every quarter.

You just need to keep showing up.

📌 Which Amul ad made you smile the most growing up? Drop it in the comments - let’s churn that memory together. 🧈