After Djokovic’s triumph at Roland Garros, Amul released an advertisement with the catchphrases “Serb kuch jeeta…do baar”, (referring to the Serb’s feat of winning every Major twice) and “Amul Djo khaaye, usse bhaaye” (implying that Djokovic ate dairy products).
Amul’s campaign did not sit well with PETA, who said the advertisement was misleading as Djokovic is a vegan and does not consume dairy.
Valliyate went on to add that many athletes like Venus Williams, Lewis Hamilton, Colin Kaepernick and Alex Morgan had transitioned to a plant-based diet not only to enhance their own performance, but also due to their concern for animal welfare.
Novak Djokovic not the only celebrity to feature in Amul ad campaigns
This is not the first time Amul and PETA have been at loggerheads. Amul had attracted PETA’s wrath last year when they rolled out an ad featuring Oscar winner Joaquin Phoenix for his role in the “Joker”.
PETA pointed out that Phoenix, in his Oscar speech, condemned the cruel practices of the dairy industry.
Amul has come up with many witty advertisements over the years, especially in sports. The dairy brand recently trolled Barcelona after Luis Suarez clinched the 2020-21 La Liga title with Atletico Madrid, quipping that his former team was worse than his infamous “bite.”
The Indian brand also came out with a quirky advertisement on the eve of this year’s Euros, featuring its mascot Amul girl playing football with a buttered toast in her hand.
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