Brands
Everybody loves the Amul girl!
MUMBAI: April was an eventful month or so for Amul, the iconic brand marketed by Gujarat Cooperative Milk Marketing Federation (GCMMF).
On the one hand, GCMMF crossed Rs 18,000 crore in 2013-14; a jump of 32 per cent from the previous year, apart from posting the fastest growth ever for a four decade-old dairy cooperative. On the other hand however, Amul has been served legal notice by the Sahara Group for its hoarding ‘Besahara Parivar’ where Sahara employees are shown begging to collect Rs 5,000 crore for group chief Subrata Roy’s bail.
Indeed, Amul has built a reputation for its witty but unflinching stance on a wide range of issues of national importance. At the same time, it has also come under fire for force-fitting itself. Indiantelevision spoke to some industry experts for their views on the Amul brand of marketing.
“Amul advertising is today iconic in its genre. A powerful set of topical creatives gives this brand high scale visibility across a relatively small set of hoardings and selective print vehicles across the country. It can be noted that sometimes, due to the pressure of wanting new creatives, the brand has been force-fitting itself. I do believe it needs to set a standard that it will not fall below,” said Harish Bijoor Consults CEO and brand expert Harish Bijoor. According to him, the creative around the Sahara Group is a terrific one, as usual. “The brand is used to receiving legal notices I am sure. This is all part of the game”, he said.
Tata Housing head of marketing services Rajeeb Dash, pointed out that Amul has always rolled out ads that are a break-through of sorts. “Sometimes, taking a strong stance helps brands create break-through via communication strategies. Amul seems to have taken that route since a while.”
Curry-Nation founder Priti Nair, expressed the view, “Amul usually puns on something and connects it to the butter. Sometimes good, sometimes not so good. I don’t think this deserves a legal notice.” For Nair, the hoardings are iconic. “Amul as a brand has used a spin on current happenings as its communication strategy. Be it other brands or cricket or politics or Bollywood. Whatever is in the news and has eyeballs, Amul always does a spin on that and nobody minds cause it is always in good spirit.”
One thing that came across was that the fraternity loves the li’l Amul girl and everything about her. No matter the challenges, she looks set to win hearts…
Brands
Kaayu Rituals launches preventive wellness brand in India
Founder Preeti Choudhary brings 18 plus years of pharma regulation expertise to ritual-led self-care lineup on 26 February 2026.
MUMBAI: Self-care just got a serious upgrade because in a world running on fumes, sometimes you need more than a quick bubble bath to keep the tank from hitting empty. Kaayu Rituals, a new ritual-first wellness brand founded by Preeti Choudhary, is set to make its official debut in India on 26 February 2026 at Bikaner House, Delhi, with pan-India availability rolling out shortly after. Drawing its name from “Kaaya” (body) and “Ayu” (life), the brand pushes a structured, preventive approach to daily wellbeing think guided routines rather than random pamper sessions aimed at heading off stress, hormonal wobbles, and burnout before they snowball.
Choudhary, with over 18 years in regulatory affairs, pharmaceuticals, microbiology, and quality assurance, channels her global experience from UK-based Pro-Business Consulting Limited (PBC) into formulations that blend natural ingredients with science-backed rigour. The result? A lineup that treats self-care with the seriousness usually reserved for medtech and pharma compliance safety, transparency, and efficacy front and centre.
The initial offerings cover four pillars:
- Inner Wellness (targeting hormonal balance and inner equilibrium)
- Root & Rise Hair Care
- Glow & Radiance Skincare
- Functional Herbal Teas
Each comes wrapped in guided rituals designed to make consistency feel doable, not daunting slowing down the daily grind just enough to let intention take the wheel.
“Ayurveda has always believed in balance and prevention,” Choudhary said. “My background in regulatory science has taught me the importance of safety, validation, and responsibility. Kaayu Rituals bring these two worlds together ancient wisdom guided by modern standards so that self-care feels both rooted and reliable.”
No flashy one-off indulgences here, the pitch is practical, everyday discipline grounded in empathy and evidence. As conversations around mental load, hormonal health, and proactive care keep gaining traction, Kaayu Rituals steps in to turn vague “me-time” into something structured, stigma-free, and actually sustainable.
Whether you’re burnt out from the hustle or just curious about levelling up your baseline wellbeing, this launch could be the nudge that makes daily rituals feel less like a luxury and more like smart maintenance. Mark your calendars for 26 February, the wellness conversation in India just got a little more intentional.
