The Amul Girl: Why She's Still Standing

In a world of slick celebrity endorsements, she has survived on witty humour, timely punchlines and old-school charm.

- Shruti Venkatesh

When four militants attacked an Indian Army brigade headquarter in Uri, near the Line of Control in Jammu & Kashmir, killing 17 army personnel on September 18 last year, it was called the deadliest attack on security forces in the state in the past two decades. Opinions and views filled the media space, but one commentator remained inexplicably silent.

Ten days later, when India carried out surgical strikes in Pakistan-occupied Kashmir, killing 35-40 terrorists and nine Pakistani soldiers, the commentator finally spoke up: ‘Surigical strikes. Amul: Paks a Punch’ said the little girl, usually seen donning a red polkadotted dress, but now wearing army fatigue, rifle in hand, taking aim.

That the Amul Girl will have something to say on the most current issues and significant events is what people have come to expect. She’s been doing so for the last 50 years.

And this is what has kept her relevant and thriving in a world where advertising mascots have either long faded, been abandoned or replaced by celebrities. “She is not opinionated, but an opinion leader for sure,” says Harish Bijoor, brand expert and founder, Harish Bijoor Consults Inc. “Other brands that built endearing advertising woven around their brand icons are Air India (AI) with its Maharajah, Asian Paints with Gattu and Nerolac with Woody the Tiger. But Woody and Gattu are in the graveyard of icons and the Maharajah has undergone changes, including bariatric surgery. The Amul Girl is the only one standing short and cute.”