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:

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

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?