Amul wins the day with cute Tata-Air India creative, fans happy to see airline back in 'safe hands'

Dairy company Amul knows the secret to strike the right chord with its 347.1K followers on Twitter.

The dairy giant has done it again with its latest topical creative on Tata Group officially taking over Air India (AI).

The cute advertisement showed the Amul girl and Tata Sons Chairperson N Chandrasekaran sitting in the cockpit with AI's Maharaja sitting safely on the billionaire's lap. The tagline read, "Tata rahe mera dil" - a wordplay on the classic song 'Gaata Rahe Mera Dil' by Kishore Kumar and Lata Mangeshkar from 1965 film 'Guide'.


The creative further read, "In good hands."


The post has been retweeted and quote-tweeted nearly 450 times, and liked by 5,085 people in less than 24 hours.

Happy fans flooded the comments section with praises.

On Thursday, Tata Trusts Chairman Ratan Tata marked AI's return with a simple Instagram Story, showing the airline leaving a 'Welcome Back' trail.

Last year in October, the government accepted Tata Sons's highest bid of Rs 18,000 crore for 100 per cent equity shares of Air India and Air India Express, and 50 per cent stake in ground-handling company Air India SATS Airport Services Pvt Limited.

Delighted with AI's return after nearly seven decades, the 84-year-old businessman shared that he was keen on making it the world's most-prestigious airline just like it was under JRD Tata's leadership.


This is the first privatisation of a national company in almost two decades since 2003-04.

Amul's earlier creatives on superstar Shah Rukh Khan's 'Pardes mein Swades' gesture and the success of the blockbuster 'Pushpa: The Rise', featuring Allu Arjun and Rashmika Mandanna cartoons, were also widely appreciated by fans.