Amul’s creative topicals are something of a legend. They are often a form of commentary on different issues of public importance. In recent times, the popular dairy brand has shared topicals to mark historic achievements. They also celebrate moments of national pride with their special illustrations. However, their latest one has not taken inspiration from good news. Rather, the dairy brand has, in its own way, tried to shed light on a grave problem: pollution.

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In the post shared on Amul’s social media handles, we see the Amul girl seated on a bicycle. Beside her is an unidentified boy. They both seem to be wearing expressions of concern. The rest of the illustration, apart from these two figures, is coloured a dull grey. In signature Amul style, the text on the topical incorporated wordplay: “Pollution is a foggone conclusion”. The text below the figures reads, “Amul. Easy To Spot,” while the caption reads, “#Amul Topical – Air quality levels have reached alarming proportions!” Take a look at the post below:

A few days before this, Amul shared a topical to pay tribute to veteran Bollywood actress Waheeda Rehman. The President of India, Droupadi Murmu, presented her with the prestigious Dadasaheb Phalke Award at the 69th National Film Awards. Amul’s topical included a twist on the title of the famous song ‘Aaj Phir Jeene Ki Tamanna Hai’. It is featured in the 1965 movie, Guide, which stars Waheeda Rehman and Dev Anand in the lead roles. Read the full story here.

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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.