It is matter of pride for cooperative movement in India that the movement has captured national attention through one of its products Amul as top leaders are calling each other Amul babies. Credit goes to Da Cunhe creative writers who captured the situation calling both old and young as Amul babies.
The entire story unfolded with Kerala Chief Minister VS Achutanandan calling Rahul Gandhi a ’Amul baby’. Rahul Gandhi had referred to the 87-year-old CPI-M stalwart’s advancing age during a poll campaign . Achutanandan said that Rahul Gandhi had come to Kerala to campaign for ’Amul babies’, as the Congress leader himself was an ’Amul baby’.
Quick to capitalise on the chief minister’s diatribe, Gujarat Co-operative Milk Marketing Federation (GCMMF) – which markets its products under brand name Amul – has come out with the ad conceptualised by Dacunha Associates, a Mumbai-based ad agency associated with the co-operative since 1966.
Known for its famous mascot the “Amul baby” with catchy punchlines and the longest running ad campaign ever, the GCMMF has come up with billboard advertisements and promotional posters covering all spheres of life be it cricket, politics, bollywood, business or sports.