Featuring in Amul ad means public endorsement

According to Big B, it has a three-fold effect, the brand, the humour and the topicality. "For the film industry and for the films that get mention in the campaign it's free publicity a boon for all producers struggling to maximise on awareness without spending. And yes it does reflect and become a yardstick for success," he is quoted as telling Rahul daCunha, managing director and creative head of daCunha Communications, the ad agency that creates the Amul outdoor billboards.