Featuring in Amul ad means public endorsement

Megastar Amitabh Bachchan, who along with his films has featured in Amul hoardings umpteen times, feels such a mention in the popular campaign is a yardstick for success and an endorsement by the public. Terming the campaign, which has been running for over 50 years, as a unique marketing device, Bachchan,says "giving the brand a caricature, an emblem, a finite identity and then bringing it across with humour, satire and sarcasm to reflect current affairs, has been most reflective". He finds it a departure from the "straight in-your-face pronouncement of the product" and likens it to the 'trending' concept on social networking sites.