FCB Ulka and Amul Launch “Mothers for Mothers”

The latest campaign from FCB Ulka for Amul, “Mothers for Mothers,” brings together the rural mothers who are milk farmers and the city mothers who are dependent on them for milk to nourish their families. While the two mothers live in different worlds and may be divided across socio-economic backgrounds they are joined by the unifying concerns of motherhood.

Nitin Karkare, Chief Executive Officer, FCB Ulka, said, “Amul championed the cause of women's empowerment well before it became fashionable to do so. This film captures the story of the invisible connect between the urban and rural mother that is the story behind the success of Amul.”