Amul's got Mooch, but not originality

Amul’s latest commercial for Amul Milk, ‘Mooch nahin toh kuch nahin’ is a celebration of the moustache. For almost a minute we see men sporting all kinds of moustaches, real and fake.

Then we see a little girl, with her back to us, drinking milk.

When she turns around, she’s sporting a moustache - a white, milk moustache.

You can see the commercial here:

What foxes me is that Amul has chosen to go the milk moustache route - because the milk moustache is as old as the hills. In the US, the milk moustache campaign ended earlier this year - after a 20 year run.

The milk moustache on a whole host of celebrities in an arresting campaign helped boost milk consumption. Take this one:

[caption id=“attachment_89589” align=“alignleft” width=“350”] David Beckham sporting a milk moustache[/caption]

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That’s not too original, is it? A man with a moustache? What about a woman with a moustache? That’s been done, too.

[caption id=“attachment_89590” align=“alignleft” width=“350”] A woman with a milk moustache for ‘Got Milk?’[/caption]

Everything with milk and moustaches has been done. Click here and see them all; actors, sportspersons, models, the works.

And the little girl with the moustache has been done as well. Not by a milk brand or milk industry body, but by Fevicol.

“Stick a milky walrus, handlebar, cowboy or pencil under your nose with the Milk Tash generator. It’s easy - take a quick picture with your webcam, design your tash and share it with your Facebook friends. Don’t forget to check out other people’s dairy-based whiskers in our Tash gallery,” says MakeMineMilk.

That’s done, too. The milk moustache selfie, the social media contest, the Facebook moustache page, they’ve all been done.

So why does Amul choose to go with something so completely unoriginal?