Amul has once again struck a chord with audiences, this time with a creative Onam-themed ad that blends tradition with trend.
A Twist on Tradition
The ad features the iconic Amul girl dressed in a traditional pattupavada, sporting sunglasses, and performing the viral “aura farming” dance that gained global attention after 11-year-old Rayyan Arkan Dhika from Indonesia showcased it at a festival.
Kerala’s Spirit Captured
The animation also brings in Onam’s rich symbols, King Maveli standing tall on a snake boat (chundan vallam) as it rows through Kerala’s backwaters. Amul products like ghee, milk, and condensed milk appear on the boat, reinforcing the festive connection with food and abundance.
Fans Applaud the Creativity
The campaign quickly went viral on Instagram, with users praising Amul’s knack for staying relevant. Comments ranged from calling the team “gangsters of advertising” to lauding the brand’s decades-long record of fun and relatable storytelling.
The Festival of Onam
Onam, Kerala’s biggest festival, begins on August 26 and ends on September 5 this year. Marked by snake boat races, flower carpets, grand feasts, and cultural performances, it honours King Mahabali and celebrates prosperity and unity across the state.
