Dairy brand celebrates Nitesh Tiwari's 'Ramayana' with a bread and butter topical

Amul India launched a new television advertisement that pays tribute to filmmaker Nitesh Tiwari’s recent movie ‘Ramayana’, which has been receiving applause both at home and abroad. The ad features the iconic Amul girl holding a slice of bread and butter while standing in front of a stylised illustration of the epic’s characters, blending humor with a nod to the film’s modern retelling. The brand’s creative team said the spot is meant to capture the spirit of the movie’s fresh take on a classic story while staying true to Amul’s long‑standing practice of commenting on current events through light‑hearted visuals.

Nitesh Tiwari’s ‘Ramayana’ reimagines the ancient Indian saga with contemporary storytelling techniques, earning praise for its visual effects and for bringing the myth to a younger audience. The film’s success at international festivals and its strong box‑office performance in several countries have turned it into a cultural export that showcases Indian heritage on a global stage. By aligning its brand with the movie, Amul seeks to associate itself with a project that resonates across generations and borders, reinforcing its image as a household name that stays relevant through changing times.

For Indian consumers, the ad reinforces Amul’s reputation for quickly reflecting popular culture in its advertising, a strategy that has kept the brand fresh for more than six decades. The use of a beloved national story and a contemporary film connects with viewers who may have grown up hearing the original epic, while also appealing to younger audiences familiar with the movie’s modern presentation. Marketing analysts expect the campaign to boost product sales during the festive season and to further cement Amul’s position as a cultural commentator that mirrors the nation’s evolving tastes.