Floating Stories

Agency: FCB Ulka


In a ground-breaking initiative to celebrate the unsung heroes of rural India, Amul unveils "Floating Stories," a unique campaign shedding light on the extraordinary journey of women dairy farmers who have defied odds and transformed their lives.

At the heart of this campaign lies a remarkable fact: Amul, 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.

To motivate, inspire, and change the lives of Indian women, Floating Stories is a unique, first-time-ever, exhibition of photostories that were printed on milk of financially and socially successful Amul-women-dairy-farmers. This innovative approach not only adds a layer of novelty but also serves as a poignant reminder that just as these women have breathed life into milk, so too does milk now breathe life into their narratives. It's a full-circle tribute, illustrating how their stories can inspire and empower other women.

Through a mesmerizing blend of hydrographic printing and interactive storytelling, the campaign invites viewers to pour a few spoonful of milk into troughs filled with water, unleashing a symphony of visuals and emotions. As milk merges with water, black-and-white portraits of women dairy farmers come to life, illuminating the path of progress and possibility.

This professional campaign titled 'Floating Stories' was published in India in April, 2024. It was created for the brand: Amul, by ad agency: FCB Ulka. This 360° medium campaign is related to the Confectionery, Snacks industry and contains 2 media assets. It was submitted 3 months ago.


Agency: FCB ULKA
Brand: Amul
Group CEO, FCB Group India & South Asia: Dheeraj Sinha
Chief Executive Officer: Kulvinder Ahluwalia
Former Chief Creative Officer : Keegan Pinto
President & Mumbai Head: Vandana Joshi
Creative team: Rajdutta Ranade, Niraj Patil, Dipika Rane, Ninoshka Dasilva, Steven Borges, Akash Chavan, Khushi Makin
Account Management: Pinky Shah, Rohit Divekar, Pritha Chatterjee
Strategy Team: Rajesh Sharma, Sneha Tiwari
Brand Team: Jayen Mehta – Managing Director, GCMMF (Amul).
Photography: Madhur Shroff & Niraj Patil
Films Supervisor & Executive Producer: Deepak Rathod
Production House: Asmi Productions
Line Producer: Satish Naik
Music: Anshul Dawar


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.