Amul is badass. That girl mascot has earned her punk, bright-blue hair. On its website, the Gujarat Cooperative Milk Marketing Federation (GCMMF) proudly says that it was born out of protest. Its ads have offended a ruling government, invited the wrath of a political party, nettled cricket czars and even taken the wind out of British Airways (or ‘Errways’ as the brand called it). Besides its tongue-in-cheek messaging, the brand has stayed on top of the game with an enviable supply chain and sensible product line.
Amul has stayed relevant through nearly seven decades, with smart messaging and efficiency. Now it is trying a new trick, which involves chocolates and butter cookies