Does Amul Girl, The Advertising Mascot, Agency Have Full Creative Freedom? Milk Brand MD Responds

New Delhi: Jayen Mehta, Managing Director of Amul has said that Amul ‘Girl’, which is an vertising mascot used by dairy and food company, said y are only brand in world where client does t approve “creative”. ncy which comes up with different ideas has full liberty and freedom to publish creatives on bill boards, print or social media and we as a client see it as a regular consumer would do.

Speaking exclusively to Republic TV at its most anticipated India Ecomic Summit 2024, Jayan Mehta said that as a client we obviously endorse whatever ncy comes across ding y (ncy) responsible for Amul ‘Girl’ has full creative freedom in terms of word play, me, or messaging.

“We don’t have editorial interference in what messaging is all about and probably only brand in world where client does t approve creative”.

ncy has been given creative liberty and freedom to publish m on bill boards, print or social media and we as a client would see it like a rmal consumer do. Amul ‘girl’ has maintained in everyone’s heart because whatever she says and speaks becomes mood of nation.

“At times, she is said or happy… but it’s t that she is talking to someone to malice anyone, she has best interest of country at heart… and in a very cheeky, humorous and light way… mood of nation.”

Jayen Mehta | top quotes 

• India will produce 1/3 milk of world's total milk.
• Amul is handling just 3 crore litre amount of milk where as India produces 60 crore litre of milk.
• Amul is largest food brand and dairy brand of world.
• We are processing plants in America and will soon do in Europe.
• We have 107 dairy plants, 35 of m are in Gujarat .
• Amul needs to work more on vertising.
• India is largest milk producer in world, as it produces more than 60 crore litres per day.  
• Amul is both local and global, 1/4 of total milk produced in India.
• Amul is ranked as one of strongest milk and dairy brands in world.