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‘Winner of the trend’: Amul’s iconic blue-haired girl taps into ‘aura farming’ in Onam ad, video wins heart

In the viral ad, the girl is seen dressed in a pattupavada, wearing a cool pair of sunglasses, and performing the 'Aura farming' dance.

Onam, the 10-day-long harvest festival, is observed in the Chingam month on the Malayalam solar calendar (Image source: @amul_india/Instagram)

Amul, India’s beloved dairy brand, is also popular for its one-of-a-kind advertisements. Whether sharing a take on political events or hopping onto a cultural trend, Amul has long captivated its consumers with its engaging doodles. This time, the brand is winning hearts with a new advertisement for Onam, featuring the iconic blue-haired girl performing ‘aura farming’, a dance that caught the world’s eye after Rayyan Arkan Dhika, an 11-year-old boy from Indonesia, performed it during a festival.

In the viral ad, the girl is seen dressed in a pattupavada, wearing a cool pair of sunglasses, and performing the dance. The ad also features Maveli, a legendary king believed to have ruled Kerala, standing towards the end of the chundan vallams, the ornate snake boats used for the boat race in the southern state during the Onam festival. Several Amul products, including milk powder, ghee, milk, and condensed milk, can be seen placed on the boat, with their hands rowing through the backwaters.

Watch here:

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A post shared by Amul Keralam (@amulkeralam)

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The ad quickly gained traction, with several users hailing Amul for coming out with creative videos. “Amul has some great marketing team who knows how to impress it’s audience,” an Instagram user wrote. “Everybody is a gangster at making ads until the real gangster arrives!” another user commented.
“Amul your advertising team has been doing wonders since as far as i remember! Kudos ! Always subtle relatable and fun,” a third user reacted. “Winner of the trend,” a fourth user chimed in.

Onam, the 10-day-long harvest festival, is observed in the Chingam month on the Malayalam solar calendar, which usually falls between August and September in the Gregorian calendar. This year, Onam will begin on August 26 and end with Thiruvonam on September 5.

The festival is celebrated to honour the legendary king Mahabali, who is believed to visit Kerala every year during this time to bless his people. It is also known as the harvest season, symbolising abundance, prosperity, and unity.

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