"universally loved"Amul pays tribute to D Gukesh after historic win

Dairy brand Amul is back with another quirky theme, this time celebrating Indian chess prodigy D Gukesh, who became the youngest world chess champion at the age of 18. Gukesh created history by defeating Ding Liren of China in the 14th and final game. Becoming the first teenager to claim this prestigious title. The Chennai-based grandmaster had earlier dominated the Candidates Tournament and even led India to a gold medal at the 2024 Chess Olympiad. In the championship match, Gukesh pounced on a crucial mistake by Ding Liren and ended the game in 58 moves. Now, in classic Amul style, the tribute to the young talent is both funny and heart-touching.

The magazine depicts Gukesh in cartoon form, with hands raised in celebration – one holding a piece of bread with Amul butter and the other holding buttered fingers. A chess board is placed in front of him. The overlay text read, “Loved by all” and “Grandmasca of Amul India,” – a nod to her Grandmaster title. Brilliant, as always. The caption reads, “Amul Topical: D Gukesh becomes the youngest world chess champion at the age of 18!” Take a look here:

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As soon as Amul dropped the topic, the internet was flooded with reactions.

A user commented below the post, ‘We always wait for a billboard after some achievement or some special event…and Amul never disappoints. Maska chess-ka!!’

Another wrote: “Loved it.”

“Good luck to the winner in all future plans,” one comment said.

Just a few days ago, Amul celebrated the double Golden Globe nomination for filmmaker Payal Kapadia’s All We Imagine as Light with a clever and heartfelt theme. The film is nominated for Best Motion Picture (Non-English Language) and Payal Kapadia is nominated for Best Director. The image shows Payal enjoying butter toast with actresses Divya Prabha and Kani Kushruti in the background. The tagline read, “All, we imagine, are delighted.” Amul’s tribute also included a sentence, “This is gold, loved globally.” Read more here.