Floating Stories

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.