No high on the way--Amul invites bar owners to open milk bars along highways

When it comes to a strong sense of wit used as an effective weapon to market your products and thoughts, perhaps none in the corporate sector is even closer to the way Amul does it. And for several years.

Even as various lobbies including politicians are trying to impress upon the Supreme Court order shutting down over 16,000 liquor shops along highways in the country and liquor companies have started investing their tears for the not-so-good cause, taking a cue from the situation, chief of Gujarat Co-operative Milk Marketing Federation (GCMMF), R S Sodhi invited owners of those already closed down liquor shops to start a new business--yes, Sodhi invited all of them to use their premises and business acumen to sell milk-products, not alcohol anymore. 

Tweeting an image with a prominently printed catchline, 'No high on the way!,' Sodhi wrote, 'we invite all those 16000 liquor shops/bars to open @Amul milk bar for gainful employment and healthy nation building.' Sodhi's tweet within few moments attracted thousands of tweeples' attention across the nation and beyond. While most of them liked and loved Sodhi's thoughts, some were not too happy although with the SC order leading to closure of several thousands of liquor shops. They did not react very happily though to GCMMF's Managing Director's tweet. 

But the idea is not too bad--from the perspective of building a healthy nation, safe driving, less number of road accidents due to driving under influence of alcohol and also being associated with one of the most respected brands India has ever produced. Finally how many of the affected liquor shop owners respond to Sodhi's idea is something worth waiting for. 

All said and done--hat's off to Amul and its advertising hands. They always keep us happy with their products and also advertising creatives. Happiness does not necessarily come through the mode of being 'high' on the highways, learn it from Amul!