Amul is back with another creative and fun tribute, this time celebrating the film fireDepicting the courage and challenges of Mumbai firefighters, this film has made a special place in the hearts of the audience. Amul, known for its witty and topical themes, has captured the essence of the film with a clever cartoon of the four main firemen. tagline, “They proceed by fire,” Meaning “They move through the fire,” reflecting the heroic efforts of these firefighters as they face life-threatening situations to save lives. The theme also includes the playful phrase “Hot Seller”, drawing a connection between the dangerous work of firefighters, the film’s fiery themes, and Amul’s best-selling product, butter.
Agni, directed by Rahul Dholakia, tells the story of Parel Fire Station chief Vitthal Rao (played by Prateik Gandhi), who leads a team of firefighters in Mumbai. The film showcases their struggles as they fight dangerous fires and save lives, often without much recognition. The film contrasts Vitthal’s selfless actions and the easy glory of his brother-in-law, Samit (played by Divyendu), a police inspector. The strong chemistry between Pratik Gandhi and Divyendu adds tension and drama to the film. Amul’s caption reads, “#Amul Topical: Agni… Blockbuster film about our brave, fearless fireman!” Take a look here:
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The dairy brand previously celebrated filmmaker Payal Kapadia’s achievements with a creative theme after her film All We Imagine as Light received two Golden Globe nominations. The film earned Kapadia nominations for Best Motion Picture (Non-English Language) and Best Director (Motion Picture). Amul’s occasional show featured Kapadia enjoying Amul butter on toast with actresses Divya Prabha and Kani Kusruti, which included a tagline, “All, we imagine, are delighted”, reflecting the success of the film. It also includes the phrase “This is gold, loved globally” in reference to the Golden Globe nomination. This was not 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.
