 Welcome back, now Amul is yet another brand that has had some pretty iconic ad campaigns over the decades, from the legendary billboards to Manthan and PO Glassful doodads, also their taglines like Uttli, Butlerly, Delicious and The Taste of India. Even their mascot, the little Amul Moppet is over 50 years old now. So this week we've decided to take a look at their latest TV commercial, this one pays homage to the inner strength and resilience of women achievers in India. We've got Preeti Nair, director at Kari Nation, to tell us what she makes of this. So I thought it's okay, I didn't think it was going to do anything breakthrough, you know it is one of those things where you see a lot of, but it doesn't really do anything to you, even I thought the jingle could have been far better. It's nice that they're doing something with women but I thought with a proposition like this, you know about strength and about the woman power, I think the ad could have been far, far more stronger in that sense. See Amul I think is the taste of India is correct for Amul, they have been doing ads about how intrinsic Amul as a brand is, so they have taken a specific stance for the first time, I have not seen them do that before because it's always been the whole of India uses Amul, now it is about woman power. So I thought they could have done a better job in just, you know this whole woman empowerment if they want to talk about and why women need milk for that matter, there is a big connect, you know in terms of calcium, bones and you know all physicality that women go through. Right now it looks like, yeah it's fucking.