"Got Milk?", "I Can't Believe It's Not Butter", "Say Cheese!" – these are only a few marketing slogans that have successfully touted the world's dairy products over the years. But none have done the job so bravely and creatively as Amul, an Indian food and beverage company that sells a range of products, from butter to ice cream and flavoured milk – many of which you will find on supermarket shelves in the UAE.
Since 1966, the brand has churned out thousands of topical ads, purportedly making it the longest-running outdoor advertising campaign in the world. The creative team behind it is known for jumping on the day's headlines, issuing new and witty ads starring the now-ubiquitous Amul moppet, also known as the "utterly butterly girl", that sum up in one snappy phrase the mood of the majority.
Are people losing interest in the Amul butter girl?
From celebrity deaths to elections and world tragedies, the team has historically been unafraid to take a stand through this cute-looking cartoon.
Back in the 1970s, for example, she took on the Indian government's sterilisation drive during the 21-month state of emergency in India that ran from 1975 to 1977. The advertisement said: "We've always practised compulsory sterilisation."
More recently, the campaign issued a strong response to the tragic Mumbai floods – an event that happens every year and, it's widely believed, one the municipality should be better prepared for – with an advertisement in which a scared Amul girl is attempting to stay afloat in a raft. The tagline read: "Hazaaron sapne Mithi mein mil gaye!" It is a pun on a well-known Hindi phrase, essentially saying people's dreams bite the dust when the Mithi river sweeps away their homes, animals and loved ones.
Such campaigns undoubtedly stir up controversy among government figures, but have – for the most part – been widely applauded among the public. They don’t always hit the mark, however. When the Indian government recently scrapped Article 370, which gave special status to the state of Jammu and Kashmir, Amul released an “unbiased” advertisement with the tagline “Union ke har territory mein,” which means it’s present in every territory of the Indian union. This was followed by the subtext: “Amul: The real article.” While many believe it was a brave move – and laud the team for even referencing it amid a turbulent political climate – others felt it made light of a seriously sensitive matter.
“Till today, I have loved everything about your brand,” wrote one commenter in a widely shared post on Facebook. “This wasn’t expected out of you guys and is totally not cool.” It’s just the latest step in a trend that signals a downward spiral for the campaign’s reputation. In particular, the tone and tongue-in-cheek rhetoric that were once a brand hallmark could be said to have muted considerably.
“In a country with a vibrant political discourse, the Amul ads were sharp and reflective,” says Maitrayee Chaudhuri, professor at the School of Social Sciences, Jawaharlal Nehru University, who specialises in media studies. “Today, everything is supposed to affirm the dominant view, and in this [political] clime Amul’s signature advertisement [style] can’t work. Satire must have layers and depth. The Amul girl might look the same, but the punch is lost.”
A history of tackling tough topics
Back in the campaign's heyday, the ads became extremely popular because they reflected the common man's thoughts and feelings, says Rahul da Cunha of daCunha Communications, the company that devised the first advertisement nearly 53 years ago. The agency – founded by da Cunha's father, Sylvester da Cunha, alongside art director Eustace Fernandes – has held the prestigious account for decades, even though copywriters, artists and creative heads have come and gone.
It made the Amul girl a pop-culture phenomenon, with cult status not only in India but across Asia. "It was a master move," says da Cunha of the creation of the character. "She could comment on potentially sensitive subjects without offending anyone. Now, whenever something happens, I'm always asked, 'What is the Amul girl going to say?'"
The butter girl ensures us food for thought with her witty remarks
Nerta Agarwal, a corporate communications professional from New Delhi, grew up with an appreciation of the ads. She says they have played a pivotal role in India since the early 1970s. "I clearly remember some of the wittiest hoardings, be it about the dot-com bubble or the recent ones featuring Priyanka Chopra's famous train at the Met Gala. The butter girl ensures us food for thought with her witty remarks."
She still lauds the team’s courage to take a stand on hard-hitting political issues from time to time.
The Amul brand's history of tackling tough topics lies at its roots. Short for Anand Milk Union Limited, and now managed by the Gujarat Co-operative Milk Marketing Federation, it was founded in 1946 as a protest against unfair practices imposed by local trade cartels and middlemen. Under the leadership of Dr Verghese Kurien – father of the so-called White Revolution, which made India the world's biggest dairy producer – the Amul model of development in Gujarat was copied nationwide.
A campaign with 'no bias'?
Despite its history, da Cunha – who has worked with copywriter Manish Jhaveri and artist Jayant Rane on the account for the past 25 years – insists the ad campaigns “have no bias”. “Article 370 is such a sensitive subject – we had to create a topical advertisement, but what angle could we take?”
The trio decided to take what they believed was the middle road, with the Amul boy and girl each holding half a slice of bread while representing Jammu and Kashmir in dress. It was perhaps more divisive than they thought, but it demonstrated the brand's willingness to still push the boundaries within India's vanilla marketing landscape.
"Children always point out the right things," says da Cunha. "The Amul girl is a cheerleader – she's firm but always smiling."
Her take on sociopolitical issues is not limited to Indian concerns, either. In April, after the terrorist attacks in Sri Lanka, the campaign featured a weeping moppet with the tagline: "Heartless. Defenceless. Senseless." America's sanctions on Iran in June prompted the advertisement, "Can't you Iran out the differences?" British prime minister Theresa May's resignation inspired a campaign that used the slogan "May Day", depicting an excited Boris Johnson eyeing her chair.
Sports, especially cricket, and cinema and other entertainment news are also regularly featured. For example, Amul riffed on Priyanka Chopra Jonas hitting global headlines with her trench coat gown at the 2017 Met Gala.
They also pay homage to the deceased, with monochromatic tributes issued for people such as former president and scientist A P J Abdul Kalam, politician Sushma Swaraj and fashion designer Karl Lagerfeld.
“In this day and age, everyone wants to be witty, so it’s harder to stand out,” says copywriter Jhaveri. The use of Hindi words or catchphrases in Amul’s campaigns are thanks to him. “We call them smilestones – mileposts in history that make you smile a bit.”
'Hilarious and intelligent'
R S Sodhi, managing director of Amul's parent company GCMMF, reiterates da Cunha's belief that it is a "non-partisan, unbiased campaign". And he trusts the agency team so much that the company doesn't even approve the ads before they go out. "We see them when you do," Sodhi says. "The agency has full creative freedom. Our ads are instant and to-the-point. We reflect the mood of the nation at that moment."
He’s probably the campaign’s biggest fan. In particular, Sodhi loves how it tackled the Rahul Gandhi and Narendra Modi campaigns (“Embracing [or] embarrassing?”). The advertisement was released mere hours after Gandhi walked over to Modi during a heated session in Parliament and hugged him.
Another favourite of his is the Jagmohan Dalmiya advertisement, released when the former chief of the Board of Control for Cricket in India was accused of misusing funds in 2008. It used the phrase "Dalmiya mein kuch kala hai?", a pun on a common Hindi proverb that means something fishy is going on. Dalmiya was so incensed by what he alleged was a defamatory campaign he threatened to sue Amul for 500 crore rupees (Dh256.2m).
The threat didn’t faze Sodhi, though – he especially enjoys the more controversial ads, saying they are hilarious and intelligent.
Criticism in the digital age
The team is wary of getting too sensitive, though. "We need to make sure the message is not harsh," says artist Rane. At the end of the day, he says, they are working with a food brand.
In recent years, this awareness has heightened due to social media and direct contact with consumers via the digital world, as the campaigns, even those clearly doused in humour, face increasing backlash. "My father never got immediate feedback, but now reactions come through within seconds," da Cunha laments.
Recently, Saif Ali Khan wanted to get his hands on the high-resolution files of any ads featuring him
These modern-day challenges have certainly made the trio's job harder, but no one can deny the Amul ads still get people talking – even the Bollywood elite. Megastar Amitabh Bachchan, who has been featured in more than 15 campaigns over the decades – celebrating his birthdays, new films and even controversies – has reportedly saved them all. Recently, Jayant received a call from Saif Ali Khan (Sacred Games), who also wanted to get his hands on the high-resolution files of any featuring him.
And they will always have firm fans among the public. “I don’t think [the ads] have changed drastically,” says Agarwal. “They are getting more vocal … [but] they never really cross that line.”
"The campaign is still very hot," da Cunha adds. And it's not going away any time soon. "We love India in spite of all its craziness. And we love the campaign because it revolves around the country we love."
Specs
Engine: 3.0L twin-turbo V6
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Fuel economy, combined: 11.2L/100km
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Visit Abu Dhabi culinary team's top Emirati restaurants in Abu Dhabi
Yadoo’s House Restaurant & Cafe
For the karak and Yoodo's house platter with includes eggs, balaleet, khamir and chebab bread.
Golden Dallah
For the cappuccino, luqaimat and aseeda.
Al Mrzab Restaurant
For the shrimp murabian and Kuwaiti options including Kuwaiti machboos with kebab and spicy sauce.
Al Derwaza
For the fish hubul, regag bread, biryani and special seafood soup.
Real estate tokenisation project
Dubai launched the pilot phase of its real estate tokenisation project last month.
The initiative focuses on converting real estate assets into digital tokens recorded on blockchain technology and helps in streamlining the process of buying, selling and investing, the Dubai Land Department said.
Dubai’s real estate tokenisation market is projected to reach Dh60 billion ($16.33 billion) by 2033, representing 7 per cent of the emirate’s total property transactions, according to the DLD.
UAE currency: the story behind the money in your pockets
Stage 3 results
1 Adam Yates (GBR) Mitchelton-Scott 4:42:33
2 Tadej Pocagar (SLO) UAE Team Emirates 0:01:03
3 Alexey Lutsenko (KAZ) Astana 0:01:30
4 David Gaudu (FRA) Groupama-FDJ
5 Rafal Majka (POL) Bora-Hansgrohe
6 Diego Ulissi (ITA) UAE Team Emirates 0:01:56
General Classification after Stage 3:
1 Adam Yates (GBR) Mitchelton-Scott 12:30:02
2 Tadej Pocagar (SLO) UAE Team Emirates 0:01:07
3 Alexey Lutsenko (KAZ) Astana 0:01:35
4 David Gaudu (FRA) Groupama-FDJ 0:01:40
5 Rafal Majka (POL) Bora-Hansgrohe
6 Wilco Kelderman (NED) Team Sunweb) 0:02:06
ASHES FIXTURES
1st Test: Brisbane, Nov 23-27
2nd Test: Adelaide, Dec 2-6
3rd Test: Perth, Dec 14-18
4th Test: Melbourne, Dec 26-30
5th Test: Sydney, Jan 4-8
The Energy Research Centre
Founded 50 years ago as a nuclear research institute, scientists at the centre believed nuclear would be the “solution for everything”.
Although they still do, they discovered in 1955 that the Netherlands had a lot of natural gas. “We still had the idea that, by 2000, it would all be nuclear,” said Harm Jeeninga, director of business and programme development at the centre.
"In the 1990s, we found out about global warming so we focused on energy savings and tackling the greenhouse gas effect.”
The energy centre’s research focuses on biomass, energy efficiency, the environment, wind and solar, as well as energy engineering and socio-economic research.
Tuesday's fixtures
Kyrgyzstan v Qatar, 5.45pm
Ms Yang's top tips for parents new to the UAE
- Join parent networks
- Look beyond school fees
- Keep an open mind
The Outsider
Stephen King, Penguin
Banned items
Dubai Police has also issued a list of banned items at the ground on Sunday. These include:
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Political flags or banners
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Bikes, skateboards or scooters
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Suggested picnic spots
Abu Dhabi
Umm Al Emarat Park
Yas Gateway Park
Delma Park
Al Bateen beach
Saadiyaat beach
The Corniche
Zayed Sports City
Dubai
Kite Beach
Zabeel Park
Al Nahda Pond Park
Mushrif Park
Safa Park
Al Mamzar Beach Park
Al Qudrah Lakes
Who was Alfred Nobel?
The Nobel Prize was created by wealthy Swedish chemist and entrepreneur Alfred Nobel.
- In his will he dictated that the bulk of his estate should be used to fund "prizes to those who, during the preceding year, have conferred the greatest benefit to humankind".
- Nobel is best known as the inventor of dynamite, but also wrote poetry and drama and could speak Russian, French, English and German by the age of 17. The five original prize categories reflect the interests closest to his heart.
- Nobel died in 1896 but it took until 1901, following a legal battle over his will, before the first prizes were awarded.
War 2
Director: Ayan Mukerji
Stars: Hrithik Roshan, NTR, Kiara Advani, Ashutosh Rana
Rating: 2/5
Tamkeen's offering
- Option 1: 70% in year 1, 50% in year 2, 30% in year 3
- Option 2: 50% across three years
- Option 3: 30% across five years
Director: Laxman Utekar
Cast: Vicky Kaushal, Akshaye Khanna, Diana Penty, Vineet Kumar Singh, Rashmika Mandanna
Rating: 1/5
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
What is hepatitis?
Hepatitis is an inflammation of the liver, which can lead to fibrosis (scarring), cirrhosis or liver cancer.
There are 5 main hepatitis viruses, referred to as types A, B, C, D and E.
Hepatitis C is mostly transmitted through exposure to infective blood. This can occur through blood transfusions, contaminated injections during medical procedures, and through injecting drugs. Sexual transmission is also possible, but is much less common.
People infected with hepatitis C experience few or no symptoms, meaning they can live with the virus for years without being diagnosed. This delay in treatment can increase the risk of significant liver damage.
There are an estimated 170 million carriers of Hepatitis C around the world.
The virus causes approximately 399,000 fatalities each year worldwide, according to WHO.
MATCH INFO
Syria v Australia
2018 World Cup qualifying: Asia fourth round play-off first leg
Venue: Hang Jebat Stadium (Malacca, Malayisa)
Kick-off: Thursday, 4.30pm (UAE)
Watch: beIN Sports HD
* Second leg in Australia scheduled for October 10
The biog
Prefers vegetables and fish to meat and would choose salad over pizza
Walks daily as part of regular exercise routine
France is her favourite country to visit
Has written books and manuals on women’s education, first aid and health for the family
Family: Husband, three sons and a daughter
Fathiya Nadhari's instructions to her children was to give back to the country
The children worked as young volunteers in social, education and health campaigns
Her motto is to never stop working for the country
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Key findings of Jenkins report
- Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
- Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
- Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
- Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
