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 the Amul ‘Girl’, who is an advertising mascot used by the dairy and food brand, said they are the only brand in the world where the client does not approve the “creative”. The agency that comes up with different ideas has the full liberty and freedom to publish the creatives on billboards, 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 Economic Summit 2024, Jayan Mehta said that as a client we obviously endorse whatever the agency comes across adding they (the agency) responsible for Amul ‘Girl’ has the full creative freedom in terms of wordplay, theme, or messaging.

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

The Agency has been given the creative liberty and freedom to publish them on billboards, print or social media and we as a client would see it as a normal consumer do. The Amul ‘girl’ has been maintained in everyone’s heart because whatever she says and speaks becomes the mood of the nation.

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

Jayen Mehta | top quotes 

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