Amul launches ‘Welcome to Ahmedabread’ campaign ahead of Namaste Trump

• Trump will arrive in Ahmedabad around noon on 24 February
• The hoardings have been put up across various locations in Ahmedabad city

AHMEDABAD : Known for its socio-political quirky ads, dairy brand Amul has launched a nationwide outdoor and social media campaign ahead of the much talked about ‘Namaste Trump’ event scheduled on 24 February in Ahmedabad, Gujarat. The brand hoardings are strategically place at key locations in the city welcoming US President Donald Trump along with multiple huge hoardings put up by the Gujarat government.

Created by Amul’s advertising agency daCunha Communications, the outdoor campaign features brand mascot Amul girl dressed in a traditional attire along with Prime Minister Narendra Modi who is shown offering a buttered toast to the US president Donald Trump. The hoarding says ‘Welcome to Ahmedabread, say namaste Amul Butter’, a clever wordplay.

The hoardings have been put up across various locations in Ahmedabad city where the Namaste Trump event will take place at the soon-to-be unveiled world biggest Sardar Vallabbhai Patel cricket stadium Mutera in Ahmedabad. A tweaked version of the hoarding has also been put up across various other cities in the country apart from being promoted across social media platforms.

Trump, accompanied by wife Melania Trump and a high-level delegation, will arrive in Ahmedabad around noon on 24 February for a little less than 36-hour-long trip. In Ahmedabad, President Trump will address the ‘Namaste Trump’ event jointly with Prime Minister Modi at the newly built Motera cricket stadium. The event is said to be modelled on Howdy Modi event which took place in Houston, Texas last year.

“Trump coming to India is a big event for the Gujarat state. The client wanted a Gujarat specific campaign which welcomes President while the other ad has the same picture but has a more general text accompanying it. It’s a massive event and it is a privilege for Gujarat to host him and therefore we wanted to showcase our hospitality and traditions through this ad,” said Rahul da Cunha, director, daCunha Communications which has been handling Amul ads for over 25 years.

Although Amul is known for creating campaigns on key socio-political events, the fact that this particular ad talks about a massive scale event in the state where the brand was born makes it noteworthy. Amul is owned by Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF).