To honour Dr. Verghese Kurien, the founder of Amul, on his 98th birth anniversary, brands put up National Milk Day creatives on social media.
If you are someone who spent the 90s glued to the television, it is likely that Mere Gaon Khata Parey is a hum that comes naturally to you. Decades later, the song was remade, reflecting on Amul's journey that began with Dr Kurien's effort in the town of Anand. This year, brands took to social media to celebrate his contribution to the industry with National Milk Day creatives.
Dr. Kurien is credited to be the man behind Amul, one of India's most successful co-operative societies. While Amul organised a bike rally from Varanasi to Anand, other brands took to social media to honour Dr. Kurein on his birth anniversary. These majorly included companies that sell dairy products as well as eateries that sell milk-based or milk-complimenting products like shakes and teas.
The creative idea behind these posts was to bring out the brand's association with milk as a commercial product and highlight its importance in revolutionising the food industry. Most of the creatives included Dr. Kurein as an element in their creative post. Others mentioned him in the caption.
Two notable initiatives/creatives in the list are by Mother Dairy and Grofers. Mother Dairy announced its donation of 98,000 glasses of milk on the occasion. Grofers took the creative way out and leveraged the Instagram interface in their topical creative. They used the tag feature icon, transforming it into a human form that eventually ends up drinking milk.
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