Amul's new 'painfuel' creative drives home India's pain point

Fuel prices in India reached new highs on Thursday for the 10th consecutive day. Premium petrol crossed Rs 100 per litre-mark in several cities of Rajasthan, Madhya Pradesh and Maharashtra.

Dairy brand Amul India on Friday decided to share on Twitter its take on the rising fuel prices. The new cartoon features the Amul girl nervously having a slice of bread with butter as she refills her red vehicle. The caption says "Painfuel increase!"



In the last 10 days (since February 9), the price has gone up by Rs 2.93 per litre for petrol while diesel has risen by Rs 3.14 a litre. The petrol and diesel prices have increased 22 times in 2021 with the two auto fuels increasing by Rs 6.17 and Rs 6.40 per litre respectively so far this year.

Netizens lauded Amul for 'finally' talking about the increasing prices, while many took this opportunity to make memes.



The Gujarat-based dairy company that is known for its cheeky and witty posts on Thursday joined the #PawriHoriHai meme fest and shared their own version of the viral clip that raked in millions of likes on social media.