India’s most famous ad campaign: how the 'Amul butter girl' has been churning up debate for 50 years


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"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.

An ad marking the removal of Article 370, which gave special status to the state of Jammu and Kashmir. Courtesy Amul / daCunha Communications
An ad marking the removal of Article 370, which gave special status to the state of Jammu and Kashmir. Courtesy Amul / daCunha Communications

“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.

Amul marked the day former British prime minister Theresa May announced her resignation. Courtesy Amul / daCunha Communications
Amul marked the day former British prime minister Theresa May announced her resignation. Courtesy Amul / daCunha Communications

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.

The ad Amul issued after Rahul Gandhi hugged Indian Prime Minister Narendra Modi in Parliament. Courtesy Amul / daCunha Communications
The ad Amul issued after Rahul Gandhi hugged Indian Prime Minister Narendra Modi in Parliament. Courtesy Amul / daCunha Communications

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."

At a glance

Global events: Much of the UK’s economic woes were blamed on “increased global uncertainty”, which can be interpreted as the economic impact of the Ukraine war and the uncertainty over Donald Trump’s tariffs.

 

Growth forecasts: Cut for 2025 from 2 per cent to 1 per cent. The OBR watchdog also estimated inflation will average 3.2 per cent this year

 

Welfare: Universal credit health element cut by 50 per cent and frozen for new claimants, building on cuts to the disability and incapacity bill set out earlier this month

 

Spending cuts: Overall day-to day-spending across government cut by £6.1bn in 2029-30 

 

Tax evasion: Steps to crack down on tax evasion to raise “£6.5bn per year” for the public purse

 

Defence: New high-tech weaponry, upgrading HM Naval Base in Portsmouth

 

Housing: Housebuilding to reach its highest in 40 years, with planning reforms helping generate an extra £3.4bn for public finances

The more serious side of specialty coffee

While the taste of beans and freshness of roast is paramount to the specialty coffee scene, so is sustainability and workers’ rights.

The bulk of genuine specialty coffee companies aim to improve on these elements in every stage of production via direct relationships with farmers. For instance, Mokha 1450 on Al Wasl Road strives to work predominantly with women-owned and -operated coffee organisations, including female farmers in the Sabree mountains of Yemen.

Because, as the boutique’s owner, Garfield Kerr, points out: “women represent over 90 per cent of the coffee value chain, but are woefully underrepresented in less than 10 per cent of ownership and management throughout the global coffee industry.”

One of the UAE’s largest suppliers of green (meaning not-yet-roasted) beans, Raw Coffee, is a founding member of the Partnership of Gender Equity, which aims to empower female coffee farmers and harvesters.

Also, globally, many companies have found the perfect way to recycle old coffee grounds: they create the perfect fertile soil in which to grow mushrooms. 

War and the virus
Ballon d’Or shortlists

Men

Sadio Mane (Senegal/Liverpool), Sergio Aguero (Aregentina/Manchester City), Frenkie de Jong (Netherlans/Barcelona), Hugo Lloris (France/Tottenham), Dusan Tadic (Serbia/Ajax), Kylian Mbappe (France/PSG), Trent Alexander-Arnold (England/Liverpool), Donny van de Beek (Netherlands/Ajax), Pierre-Emerick Aubameyang (Gabon/Arsenal), Marc-Andre ter Stegen (Germany/Barcelona), Cristiano Ronaldo (Portugal/Juventus), Alisson (Brazil/Liverpool), Matthijs de Ligt (Netherlands/Juventus), Karim Benzema (France/Real Madrid), Georginio Wijnaldum (Netherlands/Liverpool), Virgil van Dijk (Netherlands/Liverpool), Bernardo Silva (Portugal/Manchester City), Son Heung-min (South Korea/Tottenham), Robert Lewandowski (Poland/Bayern Munich), Roberto Firmino (Brazil/Liverpool), Lionel Messi (Argentina/Barcelona), Riyad Mahrez (Algeria/Manchester City), Kevin De Bruyne (Belgium/Manchester City), Kalidou Koulibaly (Senegal/Napoli), Antoine Griezmann (France/Barcelona), Mohamed Salah (Egypt/Liverpool), Eden Hazard (BEL/Real Madrid), Marquinhos (Brazil/Paris-SG), Raheem Sterling (Eengland/Manchester City), Joao Félix(Portugal/Atletico Madrid)

Women

Sam Kerr (Austria/Chelsea), Ellen White (England/Manchester City), Nilla Fischer (Sweden/Linkopings), Amandine Henry (France/Lyon), Lucy Bronze(England/Lyon), Alex Morgan (USA/Orlando Pride), Vivianne Miedema (Netherlands/Arsenal), Dzsenifer Marozsan (Germany/Lyon), Pernille Harder (Denmark/Wolfsburg), Sarah Bouhaddi (France/Lyon), Megan Rapinoe (USA/Reign FC), Lieke Martens (Netherlands/Barcelona), Sari van Veenendal (Netherlands/Atletico Madrid), Wendie Renard (France/Lyon), Rose Lavelle(USA/Washington Spirit), Marta (Brazil/Orlando Pride), Ada Hegerberg (Norway/Lyon), Kosovare Asllani (Sweden/CD Tacon), Sofia Jakobsson (Sweden/CD Tacon), Tobin Heath (USA/Portland Thorns)

 

 

%20Ramez%20Gab%20Min%20El%20Akher
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COMPANY%20PROFILE
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Key facilities
  • Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
  • Premier League-standard football pitch
  • 400m Olympic running track
  • NBA-spec basketball court with auditorium
  • 600-seat auditorium
  • Spaces for historical and cultural exploration
  • An elevated football field that doubles as a helipad
  • Specialist robotics and science laboratories
  • AR and VR-enabled learning centres
  • Disruption Lab and Research Centre for developing entrepreneurial skills
F1 The Movie

Starring: Brad Pitt, Damson Idris, Kerry Condon, Javier Bardem

Director: Joseph Kosinski

Rating: 4/5

Results

Stage 7:

1. Caleb Ewan (AUS) Lotto Soudal - 3:18:29

2. Sam Bennett (IRL) Deceuninck-QuickStep - same time

3. Phil Bauhaus (GER) Bahrain Victorious

4. Michael Morkov (DEN) Deceuninck-QuickStep

5. Cees Bol (NED) Team DSM

General Classification:

1. Tadej Pogacar (SLO) UAE Team Emirates - 24:00:28

2. Adam Yates (GBR) Ineos Grenadiers - 0:00:35

3. Joao Almeida (POR) Deceuninck-QuickStep - 0:01:02

4. Chris Harper (AUS) Jumbo-Visma - 0:01:42

5. Neilson Powless (USA) EF Education-Nippo - 0:01:45

SHOW COURTS ORDER OF PLAY

Centre Court (4pm UAE/12pm GMT)
Victoria Azarenka (BLR) v Heather Watson (GBR)
Rafael Nadal (ESP x4) v Karen Khachanov (RUS x30)
Andy Murray (GBR x1) v Fabio Fognini (ITA x28)

Court 1 (4pm UAE)
Steve Johnson (USA x26) v Marin Cilic (CRO x7)
Johanna Konta (GBR x6) v Maria Sakkari (GRE)
Naomi Osaka (JPN) v Venus Williams (USA x10)

Court 2 (2.30pm UAE)
Aljaz Bedene (GBR) v Gilles Muller (LUX x16)
Peng Shuai (CHN) v Simona Halep (ROM x2)
Jelena Ostapenko (LAT x13) v Camila Giorgi (ITA)
Jo-Wilfried Tsonga (FRA x12) v Sam Querrey (USA x24)

Court 3 (2.30pm UAE)
Kei Nishikori (JPN x9) v Roberto Bautista Agut (ESP x18)
Carina Witthoeft (GER) v Elina Svitolina (UKR x4)

Court 12 (2.30pm UAE)
Dominika Cibulkova (SVK x8) v Ana Konjuh (CRO x27)
Kevin Anderson (RSA) v Ruben Bemelmans (BEL)

Court 18 (2.30pm UAE)
Caroline Garcia (FRA x21) v Madison Brengle (USA)
Benoit Paire (FRA) v Jerzy Janowicz (POL)

Dust and sand storms compared

Sand storm

  • Particle size: Larger, heavier sand grains
  • Visibility: Often dramatic with thick "walls" of sand
  • Duration: Short-lived, typically localised
  • Travel distance: Limited 
  • Source: Open desert areas with strong winds

Dust storm

  • Particle size: Much finer, lightweight particles
  • Visibility: Hazy skies but less intense
  • Duration: Can linger for days
  • Travel distance: Long-range, up to thousands of kilometres
  • Source: Can be carried from distant regions
The%20specs
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RESULTS

5pm: Handicap (PA) Dh70,000 1,400m
Winner: AF Tathoor, Tadhg O’Shea (jockey), Ernst Oertel (trainer)
5.30pm: Handicap (TB) Dh70,000 1,000m
Winner: Dahawi, Antonio Fresu, Musabah Al Muhairi
6pm: Maiden (PA) Dh70,000 2,000m
Winner: Aiz Alawda, Fernando Jara, Ahmed Al Mehairbi
6.30pm: Handicap (PA) Dh70,000 2,000m
Winner: ES Nahawand, Fernando Jara, Mohammed Daggash
7pm: Maiden (PA) Dh70,000 1,600m
Winner: Winked, Connor Beasley, Abdallah Al Hammadi
7.30pm: Al Ain Mile Group 3 (PA) Dh350,000 1,600m
Winner: Somoud, Connor Beasley, Ahmed Al Mehairbi
8pm: Handicap (PA) Dh70,000 1,600m
Winner: Al Jazi, Fabrice Veron, Eric Lemartinel

SPECS
%3Cp%3E%3Cstrong%3EEngine%3A%3C%2Fstrong%3E%201.5-litre%204-cylinder%3Cbr%3E%3Cstrong%3EPower%3A%3C%2Fstrong%3E%20101hp%3Cbr%3E%3Cstrong%3ETorque%3A%3C%2Fstrong%3E%20135Nm%3Cbr%3E%3Cstrong%3ETransmission%3C%2Fstrong%3E%3A%20Six-speed%20auto%3Cbr%3E%3Cstrong%3EPrice%3A%3C%2Fstrong%3E%20From%20Dh79%2C900%3Cbr%3E%3Cstrong%3EOn%20sale%3A%3C%2Fstrong%3E%20Now%3C%2Fp%3E%0A
The specs

Engine: 6.2-litre V8

Power: 502hp at 7,600rpm

Torque: 637Nm at 5,150rpm

Transmission: 8-speed dual-clutch auto

Price: from Dh317,671

On sale: now

FROM%20THE%20ASHES
%3Cp%3EDirector%3A%20Khalid%20Fahad%3C%2Fp%3E%0A%3Cp%3EStarring%3A%20Shaima%20Al%20Tayeb%2C%20Wafa%20Muhamad%2C%20Hamss%20Bandar%3C%2Fp%3E%0A%3Cp%3ERating%3A%203%2F5%3C%2Fp%3E%0A
COMPANY%20PROFILE
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BRIEF SCORES

England 353 and 313-8 dec
(B Stokes 112, A Cook 88; M Morkel 3-70, K Rabada 3-85)  
(J Bairstow 63, T Westley 59, J Root 50; K Maharaj 3-50)
South Africa 175 and 252
(T Bavuma 52; T Roland-Jones 5-57, J Anderson 3-25)
(D Elgar 136; M Ali 4-45, T Roland-Jones 3-72)

Result: England won by 239 runs
England lead four-match series 2-1

The specs
  • Engine: 3.9-litre twin-turbo V8
  • Power: 640hp
  • Torque: 760nm
  • On sale: 2026
  • Price: Not announced yet
MEYDAN RESULTS

6.30pm Baniyas (PA) Group 2 Dh125,000 (Dirt) 1,400m

Winner ES Ajeeb, Sam Hitchcock (jockey), Ibrahim Aseel (trainer).          

7.05pm Maiden (TB) Dh165,000 (D) 1,200m

Winner  Galaxy Road, Antonio Fresu, Musabah Al Muhairi.

7.40pm Maiden (TB) Dh165,000 (D) 1,400m

Winner  Al Modayar, Fernando Jara, Ali Rashid Al Raihe.

8.15pm Handicap (TB) Dh170,000 (D) 1,900m

Winner  Gundogdu, Xavier Ziani, Salem bin Ghadayer.

8.50pm Rated Conditions (TB) Dh240,000 (D) 1,600m

Winner George Villiers, Tadhg O’Shea, Satish Seemar.

9.25pm Handicap (TB) Dh175,000 (D)1,200m

Winner  Lady Parma, Connor Beasley, Satish Seemar

10pm Handicap (TB) Dh165,000 (D) 1,400m

Winner Zaajer, Fernando Jara, Ali Rashid Al Raihe

COMPANY%20PROFILE
%3Cp%3E%3Cstrong%3ECompany%20name%3A%3C%2Fstrong%3E%20Alaan%3Cbr%3E%3Cstrong%3EStarted%3A%3C%2Fstrong%3E%202021%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20Dubai%3Cbr%3E%3Cstrong%3EFounders%3A%3C%2Fstrong%3E%20Parthi%20Duraisamy%20and%20Karun%20Kurien%3Cbr%3E%3Cstrong%3ESector%3A%3C%2Fstrong%3E%20FinTech%3Cbr%3E%3Cstrong%3EInvestment%20stage%3A%3C%2Fstrong%3E%20%247%20million%20raised%20in%20total%20%E2%80%94%20%242.5%20million%20in%20a%20seed%20round%20and%20%244.5%20million%20in%20a%20pre-series%20A%20round%3Cbr%3E%3Cbr%3E%3C%2Fp%3E%0A

Fifa Club World Cup:

When: December 6-16
Where: Games to take place at Zayed Sports City in Abu Dhabi and Hazza bin Zayed Stadium in Al Ain
Defending champions: Real Madrid

Qosty Byogaani

Starring: Hani Razmzi, Maya Nasir and Hassan Hosny

Four stars

'Munich: The Edge of War'

Director: Christian Schwochow

Starring: George MacKay, Jannis Niewohner, Jeremy Irons

Rating: 3/5

Company%20profile
%3Cp%3E%3Cstrong%3EName%3A%20%3C%2Fstrong%3EMaly%20Tech%3Cbr%3E%3Cstrong%3EStarted%3A%3C%2Fstrong%3E%202023%3Cbr%3E%3Cstrong%3EFounder%3A%3C%2Fstrong%3E%20Mo%20Ibrahim%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20Dubai%20International%20Financial%20Centre%3Cbr%3E%3Cstrong%3ESector%3A%3C%2Fstrong%3E%20FinTech%3Cbr%3E%3Cstrong%3EFunds%20raised%3A%3C%2Fstrong%3E%20%241.6%20million%3Cbr%3E%3Cstrong%3ECurrent%20number%20of%20staff%3A%3C%2Fstrong%3E%2015%3Cbr%3E%3Cstrong%3EInvestment%20stage%3A%20%3C%2Fstrong%3EPre-seed%2C%20planning%20first%20seed%20round%3Cbr%3E%3Cstrong%3EInvestors%3A%3C%2Fstrong%3E%20GCC-based%20angel%20investors%3C%2Fp%3E%0A
MATCH INFO

Fixture: Ukraine v Portugal, Monday, 10.45pm (UAE)

TV: BeIN Sports

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'The Sky is Everywhere'

Director:Josephine Decker

Stars:Grace Kaufman, Pico Alexander, Jacques Colimon

Rating:2/5

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How to wear a kandura

Dos

  • Wear the right fabric for the right season and occasion 
  • Always ask for the dress code if you don’t know
  • Wear a white kandura, white ghutra / shemagh (headwear) and black shoes for work 
  • Wear 100 per cent cotton under the kandura as most fabrics are polyester

Don’ts 

  • Wear hamdania for work, always wear a ghutra and agal 
  • Buy a kandura only based on how it feels; ask questions about the fabric and understand what you are buying
Volvo ES90 Specs

Engine: Electric single motor (96kW), twin motor (106kW) and twin motor performance (106kW)

Power: 333hp, 449hp, 680hp

Torque: 480Nm, 670Nm, 870Nm

On sale: Later in 2025 or early 2026, depending on region

Price: Exact regional pricing TBA

Our family matters legal consultant

Name: Hassan Mohsen Elhais

Position: legal consultant with Al Rowaad Advocates and Legal Consultants.

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The specs

Engine: 3.9-litre twin-turbo V8
Power: 620hp from 5,750-7,500rpm
Torque: 760Nm from 3,000-5,750rpm
Transmission: Eight-speed dual-clutch auto
On sale: Now
Price: From Dh1.05 million ($286,000)

While you're here
The 12 breakaway clubs

England

Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, Tottenham Hotspur

Italy
AC Milan, Inter Milan, Juventus

Spain
Atletico Madrid, Barcelona, Real Madrid

THE SPECS

Engine: AMG-enhanced 3.0L inline-6 turbo with EQ Boost and electric auxiliary compressor

Transmission: nine-speed automatic

Power: 429hp

Torque: 520Nm​​​​​​​

Price: Dh360,200 (starting)

A timeline of the Historical Dictionary of the Arabic Language
  • 2018: Formal work begins
  • November 2021: First 17 volumes launched 
  • November 2022: Additional 19 volumes released
  • October 2023: Another 31 volumes released
  • November 2024: All 127 volumes completed
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The Lowdown

Us

Director: Jordan Peele

Starring: Lupita Nyong'o, Winston Duke, Shahadi Wright Joseqph, Evan Alex and Elisabeth Moss

Rating: 4/5