Contenders at Cannes 2024: Amul – Floating Stories | FCB Ulka

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

FCB Ulka

Inspiring true stories of financially and socially successful Amul-female-dairy-farmers who have the power to motivate and change the lives of underprivileged women. The story is told in a unique, first-time-ever, novel manner.

“Floating Stories” sheds light on the extraordinary journey of women dairy farmers who have defied the odds and transformed their lives.

At the heart of this campaign lies a remarkable fact: Amul, the world’s largest farmer-owned dairy cooperative, is powered by women. Not just any women, but 3.6 million women farmers who have shattered stereotypes and emerged as the backbone of India’s dairy industry.

In a landscape where women often face systemic barriers, these farmers stand tall, rewriting the narrative of empowerment and success.

“Inspired by the visionary words of Dr. Kurien, who envisioned Amul as an ’empowerment mission,’ the campaign aims to ignite hope and aspiration among millions of women across India,” said Vandana Joshi, President and Head of Office, FCB Ulka, Mumbai.

“These are not tales of urban glamour but narratives of resilience from the heartland, where women have turned challenges into opportunities and cowsheds into cornerstones of prosperity.”

The Work

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