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The Amul Girl vs. Politics: Famous Ads from 1967–2000

  • Writer: Lootankabutar Studio
    Lootankabutar Studio
  • Sep 14
  • 2 min read

Utterly Butterly Delicious. If there’s one brand that has been a true mirror to India and its people, it’s Amul. With sharp writing and witty humour, Amul has commented on everything that matters: cricket, politics, government policies, international events, even quirky new rules and regulations. Since 1967, these iconic ads haven’t just sold butter, they’ve voiced what the country was thinking, often with more punch than the headlines themselves.


From 1967 to 2000, Amul gave us countless gems in print, and we’ve curated some of our favourites here. Ads that made us laugh, nod, and sometimes even think a little deeper, a nostalgia trip for anyone who grew up spotting those cheeky cartoons in newspapers.


You can check all the other Amul hits in their archive library



Year 1967 - When helmets were made compulsory in Bombay(Mumbai).


Use your head - Amul

Year 1979 - Lata Mangeshkar, the melody queen, received an honorary doctorate for her contribution to music.


A character with blue hair braids holds a sandwich and speaks into a microphone. Text reads "The Doctor-ate Amulata" on a pink background.

Year 1981 - Mangalmulti Molya.


Mangalmulti Molaya - Amul


Year 1981 - Fuel for the vintage model.


Cartoon girl fueling a vintage car with a smiling man inside. Text: "Fuel for vintage models" and "utterly butterally delicious Amul."


Year 1982 - Comment on the famous movie of the time, "The Godfather".


Cartoon girl in a suit pointing confidently, text reads "The Godmother makes an offer you cannot refuse - Amul" on a dark background.


Year 1983 - Commenting on current state affairs in India.


Cartoon girl in green sari offers butter to a man reading a newspaper with negative headlines. Text: "The only bright spot every morning."

Year 1986 - Magician, P.C. Soroar, demonstrating Amul's popularity.


Character in an orange turban eats from a plate with text "India's favourite vanishing trick" and "Amul" on a blue gradient background.

Year 1987 - Pakistan's infiltration into India


Children in winter clothes open a large Amul butter pack in snowy mountains. Text reads, "Sealed like the national border. Amul butter in easy to open packs."

Year 1989 - Football sensation Diego Maradona takes on the world by storm.


Cartoon kid in blue-striped jersey kicks a ball on green background. Text: "Maradona toh aisa hona, butter hona toh Amul hona."

Year 1990A - The rapid change of Prime Ministers in the Country.


Two chairs, one has Amul butter and the other one is empty


Year 1990B - A comment on the controversial MR Coffee advertisement featuring Malaika Arora and Arbaaz Khan.


Two cartoon figures share a joyful moment holding buttered bread. Red background with "Love-bites" and "Amul Butter" text.


Year 1991 - The new mailbox scheme proposed to be introduced was meant to ease the postman's woes of trudging up and down the stairs.


Cartoon mail carrier in red uniform holds a letter in a cityscape. Text: "4 important letters for you A-M-U-L." Mailboxes are visible.


Year 1992 - Indian Airlines pilots stir for an increase in pay scales.


Cartoon of a pilot eating bread on an airplane wing. Text: "Do buttered pilots need more bread?" and "Amul Don't stir, just spread." Orange background.

Year 1993 - The Hindi movie Roop Ki Rani, Choron Ka Raja was released in theatres across the country.


Cartoon characters in colorful attire hold buttered toast. Text: "Makkhan Ki Rani, Maska Ka Raja." Background: gradient blue. Mood: playful.


Year 1994 - Tennis superstar goes in for a new look with a beard and a chop. The effect rhymes perfectly with his surname!


Cartoon girl trims a man's hair as he eats a sandwich. Headline reads "Andre Aghastly!". Text below: "Amul Good Old Taste".

Year 1995- From Queen to Maharaj, India's busiest railway terminal gets a new name.


Cartoon girl in polka dot dress paints "Victoria Terminus" sign. Background shows historic building. Text: "Victoria Terminated? Amul."


Year 1996 -  About actress Karishma Kapoor's fine performance in the hit film "RAJA HINDUSTANI"


Cartoon of a man and woman, woman in red dress holding butter. Text: Rani Hindustani! Amul Butter, Karishmatic Butter. Background is light blue.

Year 1997 -  On the economic recession India is going through.


A cartoon girl with a sack and bread looks worried. Text reads "Prices Crises! Amul Never in recession" against a plain background.


Year 1998 - Mumbai transport gets its first female bus conductors.

 

Cartoon kids in uniforms hold sandwiches near a red bus. "My Fare Lady" text above. Amul butter is visible. Cheerful mood.

Year 1999 - PUC (Pollution under control) for taxis in Mumbai city.


Cartoon girl inspects car's emissions, connected to a machine. Text above: "Cab pollution kum hoga?" Below: "Amul Please Use Constantly."

Year 2000 - On the assumed nexus between Bollywood and the underworld.


Cartoon director in a chair labeled "Director," aiming a gun. Text: "Bhai-llywood?" and "Amul Tastes good, kya?" Black and white theme.

Even decades later, these Amul ads remind us that humour, wit, and simplicity never go out of style. They aren’t just ads, they’re little time capsules of India’s journey. The 1967– 2000 Amul print ads remain some of the most iconic pieces of Indian advertising. Timeless, witty, and utterly butterly delicious, they’ll always have a place in our collective memory.


If you enjoyed this throwback, share it with a fellow '90s kid or anyone who loves classic Indian advertising. And stay tuned, we’ll be revisiting more gems from India’s ad history soon!


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