When a fabulous brand like Amul butter, which already has a huge asset in the Amul girl, reduces itself to such trash on TV, it leaves you more angry than sad

So, the Amul butter makers find no place for the cute girl in the new TV commercial. That is quite strange indeed… the girl has been the brand's mascot for years and years, she's become synonymous with Amul butter, and has served the brand well in the outdoor campaign. In fact, after all these years, Amul's topical, witty hoardings still enthuse a lot of commuters.

But they have dumped a huge asset, and one watched the Amul commercial with a great deal of expectation. In the sense that the creative better be more than outstanding for it not to find a place for the little one. And criminally, they've released a seriously banal ad, and it's back to the tired, done-to-death 'desh ka butter' positioning.

The same old 'all of India feeds on Amul'. Something 'Hamara Bajaj' began decades ago, something the ad world still can't seem to let go of. Probably because it's such an easy-to-do, safe idea.

All that the maha boring commercial does is to feature assorted desis applying makhan on various cuisines. And then happen the expected food shots and collages of different people devouring the dishes laced with 'real butter'. Pav bhaji, brun maska, sandwiches, masala dosas, etc.

You can complete the boring menu. And they have tried to pep things up using the voiceover of a waiter. And that only adds to the misery.

Sounds like an extremely irritating radio spot. The sort that makes you reach out for your CDs in the car, and log off from FM radio for good.

Yes, agreed, there is a lot of ordinary advertising going around. In fact, 90% of ads are usually mediocre and that's not just the case with India. And it more often than not happens because brand managers are characteristically risk averse. And they shy away from adventure.

So fine, one lives with this reality. But when a fabulous brand like Amul butter, which already has a huge asset in the Amul girl, and which already does wonderful work in the outdoor media, reduces itself to such trash on the TV, it leaves you more angry than sad. This is nothing short of 'advertising murder' so to speak. What a waste of a wonderful opportunity, what a criminal waste of a power mascot!

And all I can think of now is the ridicule the pissed-off Amul girl would heap on the TV commercial in one of her hoardings.— Anil Thakraney