Amul’s witty “Poore Pachaas Saal” ad isn’t about Sholay’s anniversary — it’s a cheeky jab at Trump’s 50% tariff on Indian goods after failed trade talks.
When Butter Meets Banter
Amul has done it again. Known for turning current affairs into creamy one-liners, India’s dairy giant has now churned out a stinging satire aimed at none other than Donald Trump.
- Amul’s witty “Poore Pachaas Saal” ad isn’t about Sholay’s anniversary — it’s a cheeky jab at Trump’s 50% tariff on Indian goods after failed trade talks.
- When Butter Meets Banter
- The Real Story Behind the Ad
- The Double-Meaning Masterstroke
- Why the Dairy Angle Stings More
- Amul’s Satire Playbook
- India–US Dairy Drama in a Nutshell
- Why This Ad Works on Multiple Levels
- The Bigger Picture: Trade, Culture, and Food Sovereignty
- The Witty Wrap-Up
At first glance, their latest ad — “Poore Pachaas Saal!” — looks like a celebration of Sholay’s 50th anniversary. But no, this isn’t about Bollywood nostalgia. This is Amul’s buttered bullet aimed straight at a 50% tariff wall.
The Real Story Behind the Ad
India and the US were deep into trade negotiations recently. Both sides wanted a deal, but one major sticking point was America’s insistence on exporting non-vegetarian dairy products to India.
For India — and especially a cooperative like Amul, which represents millions of dairy farmers producing vegetarian-certified milk — this was a red line. The talks collapsed.
Trump’s response? Announce a hefty 25% + 25% tariff on certain Indian goods, effectively a 50% wall.
Amul, being the master of topical advertising, didn’t miss the chance to turn this tariff number into a punchline.
The Double-Meaning Masterstroke
In the ad, the famous Sholay bike scene is reimagined with Amul’s mascots as Jai and Veeru, one holding butter toast in the air. The headline reads “Poore Pachaas Saal!” — literally “Full 50 Years!”
The subtext?
- 50 years → A nod to Sholay in pop culture language.
- 50% tariff → A sly swipe at Trump’s trade move.
This is satire dipped in nostalgia — a classic Amul recipe.
Why the Dairy Angle Stings More
For the average consumer, “non-veg dairy” might sound odd. In India, milk and dairy products are strictly vegetarian by cultural, religious, and dietary standards. Importing dairy from cattle fed or processed in non-vegetarian ways would alienate farmers and consumers alike.
For Amul, which is not just a brand but a farmer-owned cooperative, this isn’t just business — it’s about protecting livelihoods, traditions, and consumer trust.
By mocking the tariff with a pop-culture wink, they’re also saying:
“We’ll take your trade threats with a pinch of salt… and a slab of butter.”
Amul’s Satire Playbook
Amul has a long history of poking fun at political and trade disputes:
- Cricket rivalries.
- Budget announcements.
- International politics.
- Celebrity slip-ups.
They’ve mastered the art of saying what everyone’s thinking — but in a way that makes you smile instead of frown.
Here, they’ve taken a complex trade policy issue and boiled it down to a visual joke everyone can get. Even those who miss the tariff reference will enjoy the Sholay nod; those who do get it will admire the cleverness.
India–US Dairy Drama in a Nutshell
- The Talks: Aimed at smoothing trade ties, reducing tariffs, and expanding market access.
- The Clash: US pushed for exporting dairy products that don’t meet India’s vegetarian standards.
- India’s Stand: Refused to compromise on cultural and dietary norms.
- The Fallout: Tariffs slapped; Amul took the first satirical shot.
Why This Ad Works on Multiple Levels
- Humour + Current Affairs: The reference is timely and topical.
- Cultural Relevance: Sholay’s Jai–Veeru imagery is instantly recognisable to Indians.
- Brand Positioning: Reinforces Amul’s image as a defender of Indian dairy heritage.
- Silent Protest: Without naming Trump or the US, the jab lands perfectly.
The Bigger Picture: Trade, Culture, and Food Sovereignty
This little butter ad points to a much larger issue:
- Trade deals aren’t just about economics; they’re about cultural compatibility.
- Food imports must align with local consumer beliefs.
- For farmer cooperatives like Amul, the fight is also about keeping global giants from disrupting local supply chains.
By using humour, Amul has taken a stand without sounding defensive — a PR win in every sense.
The Witty Wrap-Up
Amul just reminded us that you don’t need to shout to make your point. Sometimes all it takes is a buttered toast, a Bollywood bike ride, and a cleverly placed “Poore Pachaas Saal.”
💬 Your Turn:
Do you think India should hold firm on protecting its dairy standards in trade deals, even if it risks tariffs? Share your view below!
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