Amul is back with another creative and fun tribute, this time celebrating the film Agni. The movie, which portrays the courage and challenges faced by Mumbai's firefighters, has earned a special place in the hearts of audiences. Amul, known for its witty and timely topicals, has captured the essence of the film with a clever cartoon of the four main firemen. The tagline, "Yeh aag se aagey badhte hai," meaning "They move beyond the fire," reflects the heroic efforts of these firefighters as they face life-threatening situations to save lives. The topical also includes the playful phrase "Hot seller," drawing a connection between the dangerous work of firefighters, the film's fiery theme and butter being a bestselling product of Amul's.
Agni, directed by Rahul Dholakia, tells the story of Vitthal Rao (played by Pratik Gandhi), the head of a Parel fire station, who leads a team of firefighters in Mumbai. The film showcases their struggles, where they fight dangerous fires and save lives, often without receiving much recognition. The film contrasts Vitthal's selfless work with the easy glory of his brother-in-law, Samit (played by Divyenndu), a police inspector. The strong chemistry between Pratik Gandhi and Divyenndu adds to the film's tension and drama. Amul's caption read, “#Amul Topical: AGNI… the blockbuster film about our brave, fearless firemen!” Take a look here:
The dairy brand earlier celebrated filmmaker Payal Kapadia's achievements with a creative topical following her film All We Imagine As Light receiving two Golden Globe nominations. The film earned nominations for Best Motion Picture (Non-English Language) and Best Director (Motion Picture) for Kapadia. Amul's topical showed Kapadia enjoying Amul butter on toast alongside actresses Divya Prabha and Kani Kusruti, featuring a tagline, "All, We Imagine, Are Delighted," reflecting the film's success. It also included the pun, "This Gold, Loved Globally," in reference to the Golden Globe nominations. This wasn't Amul's first tribute to Payal Kapadia's success. In May, the brand celebrated All We Imagine As Light winning the Grand Prix at Cannes 2024.