Amul often celebrates important occasions, pop culture moments and achievements of national pride with creative topicals on its social media platforms. The latest icon the popular Indian dairy brand paid tribute to is veteran Bollywood actress Waheeda Rehman. Wondering why? The star was recently announced as the recipient of the Dadasaheb Phalke Award at the 69th National Film Awards. At an event held in New Delhi on Tuesday (October 16, 2023), Waheeda received this prestigious accolade from President Droupadi Murmu. In her heartfelt acceptance speech, she credited her victory to the support of "the lovely industry" she is a part of.
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Amul's illustration of her accomplishment features the actress and the President standing side-by-side. The award is held in their hands between them. "Aaj phir jeetne ki tamanna hai," reads the text on the topical. Did you recognise what Amul is referring to? In signature style, the brand has incorporated some witty wordplay into its design. The words are a twist on the title of the famous song 'Aaj Phir Jeene Ki Tamanna Hai'. Instead of "jeene," (living) the topical uses "jeetne" (winning) to emphasise her achievement. The legendary song is from the 1965 movie, Guide, starring Waheeda Rehman and Dev Anand. The artist behind it is none other than Lata Mangeshkar. At the bottom of the illustration are the words: "Amul. Shining light". Take a look at it below:
Before this, Amul had celebrated another type of victory. It shared an attractive topical to mark the passing of the Women's Reservation Bill, 2023, or the 'Nari Shakti Vandan Adhiniyam' in the Lok Sabha. "Always deserved to be reserved," reads the text on the illustration. Find out more about it here.
About Toshita SahniToshita is fuelled by wordplay, wanderlust, wonderment and Alliteration. When she is not blissfully contemplating her next meal, she enjoys reading novels and roaming around the city.