Eighty-seven-year-old Kerala Chief Minister VS Achuthanandan’s famous ‘ Amul baby’ remark, attacking 40-year old Congress leader Rahul Gandhi’s relative youth, has now made it into the annals of advertising.
Dairy brand Amul, known for its advertising based on contemporary events, has issued an ad featuring the veteran Communist Party of India (Marxist) leader driving toy cars with the Gandhi family scion, who has the Amul girl, the brand’s mascot, for company.
“They are both Amul babies,” the ad says, with the tailgate explaining the same: “Amul for young and old” The leaders had exchanged barbs over their age last week, as election campaigning in Kerala heated up. Gandhi said during a rally that if the Left Democratic Front won, in five years, the state would have a chief minister who would be 93, in a clear reference to the incumbent CM.
Amul, a brand owned by Gujarat Co-operative Milk Marketing Federation (GCMMF), is known for its advertising based on contemporary events. Its catchlines have achieved legendary status in Indian advertising, and is created by Mumbai-based DaCunha Associates. The last time Gandhi featured in an Amul ad was when he travelled in a Mumbai local train. The slogan then read “Chalti ka naam Gandhi”.
When Anna Hazare went on a hunger strike against corruption, the Amul ad said: “Hazare Khwaishein Aisi”. Adman and Future Brands CEO Santosh Desai said he liked the latest ‘Amul baby’ ad. “It’s cheeky, it is done in the best tradition of the work of its kind. I find it quite interesting. For such ads to work, they need to be cheeky, and yet not offensive. I think this achieves that balance and I quite like it,” Desai said.