Few brands have mastered the art of staying relevant and witty like Amul. With a legacy built on humor, cultural commentary, and a slice of bread generously smeared with butter, Amul’s topicals have become a hallmark of how advertising can be timely, engaging, and deeply connected with the audience.
Whenever there’s a national milestone or a memorable sporting moment, Amul is quick to celebrate it—often in the most unexpected and delightful ways.
Celebrating a Historic Win: Punjab Kings vs. Kolkata Knight Riders
This week, the Indian Premier League witnessed a match for the history books. On Tuesday, the Punjab Kings (PBKS) pulled off a stunning feat by defending the lowest total ever in IPL history. Their opponents, the Kolkata Knight Riders (KKR), were bowled out for just 95 runs, chasing a modest total of 96.
Match Highlights
| Detail | Description |
|---|---|
| Winning Team | Punjab Kings (PBKS) |
| Opponent | Kolkata Knight Riders (KKR) |
| Total Defended by PBKS | 96 runs |
| Final KKR Score | 95 runs |
| Star Performer | Yuzvendra Chahal – 4 crucial wickets |
| Historical Significance | Lowest total ever defended in IPL history |
In true Amul fashion, the brand seized the moment and released a brilliant topical celebrating PBKS’s unexpected and thrilling victory.
“Kya Chaahal Chali” – A Clever Tribute to Yuzvendra Chahal and PBKS
The artwork showcased Yuzvendra Chahal dressed in the iconic red jersey of PBKS, accepting a slice of buttered bread from the always-cheerful Amul girl, who is also shown in team colors, proudly holding a PBKS flag.
The tagline read: “Kya Chaahal Chali”, a pun that plays off Chahal’s name while capturing the essence of his game-changing spell.
Elements of the Topical
| Feature | Description |
|---|---|
| Visual Style | Hand-drawn, comic-strip inspired, classic Amul aesthetic |
| Central Characters | Yuzvendra Chahal and the Amul girl |
| Thematic Colors | Red tones matching the PBKS team jersey |
| Wordplay Tagline | “Kya Chaahal Chali” (What a spell Chahal cast!) |
| Caption/Side Note | “#Amul Topical: Punjab Kings beat KKR by defending the lowest total…” |
This topical didn’t just reflect the match—it reflected the mood of every cricket fan who was glued to the screen during those final tense overs. Once again, Amul showed its knack for blending wit with sportsmanship.
A Throwback to Amul’s Champions Trophy Celebration
Just last month, Amul celebrated another unforgettable cricketing moment—India’s third ICC Champions Trophy win. The artwork starred Rohit Sharma, India’s captain, who led the team to victory.
In this piece, Rohit was shown seated on the field, proudly holding the ICC trophy in one hand and a buttered slice of bread in the other. Beside him sat the Amul girl, ready with another slice, always part of the celebration.
Key Highlights of the Artwork
| Element | Description |
|---|---|
| Featured Cricketer | Rohit Sharma |
| Trophy Representation | ICC Champions Trophy 2025 |
| Message/Tagline | “Always unbeaten, never uneaten. Champions chomp it.” |
| Visual Style | Celebratory, cheerful, and true to Amul’s signature tone |
| Caption | “Amul Topical: India wins the Champions Trophy 2025!” |
This topical perfectly encapsulated the nation’s excitement, giving buttered bread a spot on the champion’s menu.
Capturing Disappointment with Humor: The Missed Hat-Trick by Axar Patel
Amul’s magic doesn’t just lie in celebrating victories. The brand also knows how to use humor to soften the blow of disappointment—without losing grace.
Earlier during the ICC Champions Trophy, Axar Patel was on the brink of a historic hat-trick—which would have been the first by an Indian in the tournament. But in a twist no one expected, Rohit Sharma dropped the crucial third catch, costing Axar a place in the record books.
Amul didn’t let the moment pass unnoticed.
Breakdown of the Topical
| Element | Description |
|---|---|
| Featured Players | Axar Patel and Rohit Sharma |
| Depicted Emotions | Shock on Axar’s face, disappointment on Rohit’s |
| Tagline | “Aisa Axar nahi hota hai.” (This doesn’t usually happen) |
| Caption | “#Amul Topical: Rohit Sharma drops catch, denying hat-trick” |
| Tone | Light-hearted, humorous, and empathetic |
In just one frame, Amul expressed what millions of fans were feeling, proving once again that they understand the emotional rhythm of the nation.
Why Amul’s Topicals Stand Out: The Formula for Timeless Appeal
Amul’s topicals are more than just ads—they’re time capsules that reflect India’s cultural, social, and sporting milestones. Here’s why they continue to strike a chord:
What Makes Amul Topicals So Beloved?
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Relatable Wordplay: Every line is smart, witty, and often bilingual—blending English with Hindi in clever ways.
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Timeliness: Topicals are often released within hours of the event, riding the wave of social media buzz.
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Classic Illustration Style: Recognizable hand-drawn visuals that have stayed consistent through decades.
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Emotionally Relevant: Whether it’s joy, frustration, nostalgia, or pride—Amul captures the mood just right.
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Wide Appeal: From cricket fans to Bollywood buffs, political observers to general audiences—there’s a topical for everyone.
Frequently Asked Questions (FAQs)
1. Why does Amul create topicals?
Amul creates these topical artworks as part of its brand storytelling. These illustrations serve as a way to engage with current events and connect emotionally with audiences, making the brand feel present, relevant, and endearing.
2. How long has Amul been producing these topicals?
Amul has been producing topical ads since 1966, with the tradition starting under the guidance of advertising legend Sylvester daCunha. The style and spirit have remained consistent for over five decades.
3. Are all Amul topicals about cricket?
While cricket features heavily—given its cultural importance in India—Amul topicals cover a wide variety of topics, including:
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Political events
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Film releases and celebrity news
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Social causes
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International headlines
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Festive celebrations
4. Where can I view Amul’s latest topicals?
You can find Amul’s topicals on:
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Instagram (@amul_india)
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Facebook (Amul – The Taste of India)
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Official Website: amul.com under the Topicals section
These platforms are regularly updated with their latest creative takes on trending stories.
In an ever-changing world where news cycles move fast, Amul continues to remind us to pause, laugh, and enjoy the little moments—with a buttered slice of humor and heart.
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