Amul's "Floating Stories": Honoring Rural Heroines in Milk
Source: The DairyNews
Amul, the world's largest farmer-owned dairy cooperative, unveils a groundbreaking initiative titled "Floating Stories," celebrating the resilience and triumphs of women dairy farmers across rural India. This powerful campaign, crafted by FCB Ulka, sheds light on the extraordinary journey of these unsung heroes who have defied odds and transformed their lives.
At the core of the campaign is a remarkable fact: Amul is powered by 3.6 million women farmers, who stand as the backbone of India's dairy industry. Through "Floating Stories," their narratives of empowerment and success are brought to life in a unique and innovative manner.
Using hydrographic printing and interactive storytelling, the campaign invites viewers to pour milk into troughs filled with water, unveiling captivating visuals of women dairy farmers. As milk merges with water, black-and-white portraits come to life, symbolizing the transformative power of their stories.
Vandana Joshi, President of FCB Ulka, Mumbai, emphasizes that "Floating Stories" aims to ignite hope and aspiration among millions of women across India, echoing Dr. Kurien's vision of Amul as an "empowerment mission."
Jayen Mehta, Managing Director of Gujarat Cooperative Milk Marketing Federation (Amul), underscores the importance of women dairy farmers in driving Amul's success and epitomizing empowerment. Their dedication serves as the bedrock of the cooperative, inspiring progress and societal happiness.
Recognized for championing gender equality and inclusive growth, "Floating Stories" emerges as a beacon of hope and inspiration. As these narratives ripple across India, they pave the way for a brighter, more inclusive future.
Through this first-of-its-kind exhibition, Amul pays a poetic tribute to these women and their stories, demonstrating how just a spoonful of milk can bring their remarkable journeys to life.
Video
Using hydrographic printing and interactive storytelling, the campaign invites viewers to pour milk into troughs filled with water, unveiling captivating visuals of women dairy farmers. As milk merges with water, black-and-white portraits come to life, symbolizing the transformative power of their stories.
Vandana Joshi, President of FCB Ulka, Mumbai, emphasizes that "Floating Stories" aims to ignite hope and aspiration among millions of women across India, echoing Dr. Kurien's vision of Amul as an "empowerment mission."
Jayen Mehta, Managing Director of Gujarat Cooperative Milk Marketing Federation (Amul), underscores the importance of women dairy farmers in driving Amul's success and epitomizing empowerment. Their dedication serves as the bedrock of the cooperative, inspiring progress and societal happiness.
Recognized for championing gender equality and inclusive growth, "Floating Stories" emerges as a beacon of hope and inspiration. As these narratives ripple across India, they pave the way for a brighter, more inclusive future.
Through this first-of-its-kind exhibition, Amul pays a poetic tribute to these women and their stories, demonstrating how just a spoonful of milk can bring their remarkable journeys to life.
Video
