Image Source: Hindustan Times
In a delightful blend of tradition and trend, Amul has once again struck advertising gold with its latest Onam special ad featuring the iconic Amul Girl performing the viral “aura farming” dance. Dressed in a traditional pattupavada, sporting sunglasses, and balancing gracefully on the tip of a boat, the Amul Girl has captured hearts across India—and beyond—with a campaign that’s being hailed as the “winner of the trend”.
The ad, shared on August 26 by Amul Keralam on Instagram, is set against the scenic backwaters of Kerala and features the beloved mascot dancing alongside King Mahabali (Maveli) on a chundan vallam (snake boat). The caption reads: “Ee Onam On Aavatte, Aaghoshangalude Aura Koodatte”—which translates to “May this Onam arrive, and may the aura of celebrations grow.”
What Is Aura Farming?
The term “aura farming” was popularized by Rayyan Arkan Dikha, an 11-year-old boy from Indonesia, whose viral video of dancing on the tip of a boat during a traditional race sparked a global trend. The move is all about projecting a strong, magnetic presence—what Gen Z calls “main character energy.” It’s a celebration of confidence, rhythm, and vibe, and it’s taken over social media platforms like Instagram and TikTok.
Amul’s decision to incorporate this trend into its Onam campaign is a masterstroke in cultural relevance. By placing the Amul Girl in a similar setting—on a boat, in traditional attire, performing the dance—the brand has seamlessly merged Kerala’s rich heritage with modern internet culture.
Internet Reacts: Butterly Viral
Within hours of its release, the ad racked up over 1.2 million views on Instagram, with thousands of comments praising its creativity and humor. Users flooded the post with reactions:
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“We got Amul Girl aura farming before GTA6,” joked one user
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“Winner of the trend,” declared another
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“Thank you for keeping the ad industry wholesome,” wrote a third
Memes, reposts, and cheerful reactions continue to pour in, proving once again that Amul knows how to blend wit, warmth, and virality.
The Art of Amul Advertising
Since 1966, Amul’s advertising campaigns have been known for their topical humor, cultural commentary, and relatable storytelling. The Amul Girl—wide-eyed, blue-haired, and always dressed in her signature polka dots—has become a symbol of clever marketing and enduring charm.
Whether it’s political satire, sports celebrations, or festive greetings, Amul’s creatives consistently strike a chord with audiences. This Onam ad is no exception—it’s a visual treat that celebrates Kerala’s harvest festival while tapping into a global dance trend.
Onam: A Festival of Unity and Abundance
Onam, celebrated over ten days in the Malayalam month of Chingam, honors the mythical King Mahabali and marks a season of prosperity, unity, and joy. The festival is known for its flower carpets (pookalam), grand feasts (sadya), boat races, and folk dances like Thiruvathira.
Amul’s ad captures this spirit beautifully, with dairy products like milk powder, ghee, and condensed milk rowing through the backwaters alongside the Amul Girl and King Maveli.
Why It Works
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Cultural resonance: Honors Kerala’s traditions with authentic visuals
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Trend-savvy: Taps into a viral dance move with global appeal
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Brand consistency: Reinforces Amul’s legacy of clever, topical ads
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Emotional connection: Evokes nostalgia, pride, and laughter
In a world of fleeting trends, Amul’s Onam ad stands out as a timeless celebration of joy, creativity, and cultural pride.
Sources: Mathrubhumi:, Indian Express, MSN India, Indian Witness
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