Summary:
- Campaign: Amul commented on the potential discontinuation (or significant reduction) of Kolkata’s iconic yellow taxis.
- Headline: Cabbie Na Jao Chhodke (Cabbie, Don’t Leave Us)
- Target Audience: Primarily residents of Kolkata and those familiar with the city’s culture, as well as the broader Indian public who recognize the yellow taxis as a symbol of Kolkata.
- Impact: The ad likely evoked a sense of nostalgia and sparked discussions about the changing urban landscape of Kolkata, while also reinforcing Amul’s connection to everyday life and cultural icons.
Campaign Details
Amul, known for its ability to capture the pulse of the nation with its topical ads, addressed the potential disappearance of Kolkata’s iconic yellow taxis. These taxis are not just a mode of transport but also a symbol of the city’s unique identity.
The headline “Cabbie Na Jao Chhodke” is a clever adaptation of a well-known Bollywood song title, immediately striking a chord with the target audience. The phrase expresses a sense of longing and reluctance to see the yellow taxis go away. The tagline “Amul Everyone’s Favourite” subtly connects Amul’s own widespread popularity with the affection people have for the taxis.
This ad resonated strongly with Kolkatans, evoking memories of their experiences with the yellow taxis and prompting reflections on the city’s evolving landscape. It also demonstrated Amul’s knack for connecting with local culture and tapping into shared emotions.
