This Butter Brand Does Content Better

Hey Beyonder!

What a cartoon mascot can teach you about content that actually sticks

Hey Beyonders,

There's a brand in India that's been running the same ad format since 1966.

Same cartoon girl. Same polka-dot dress. Same basic layout.

No fancy animations. No influencer collabs. No algorithm hacks.

And yet-people stop to photograph their billboards. News sites cover their latest posts. Competitors study their every move.

How does a butter brand stay more relevant than creators with entire social teams?

Let me show you the framework they've been using for half a century.

What Makes Amul Different

Here's what most brands get wrong:

They start with "What should we post today?"

Amul starts with "What is everyone talking about today?"

When India lost to Australia in cricket, they didn't post generic motivation. They posted: "We'll comeback butter next time."

When petrol prices spiked, they didn't rant. They just said: "Butter late than never" with their mascot at a petrol pump.

When elections happened: "Ab ki baar, Amul sarkar."

Six words or less. Every single time.

And that's the entire secret.

The 4-Part Pattern Behind Every Amul Ad

1. They spot moments people already care about

Not trends. Not hashtags. Real moments.

The stuff people are actually discussing at dinner tables, in office cafes, on group chats.

Amul doesn't try to start conversations. They join the ones already happening.

What this means for you: Instead of creating content about what you want to say. Create content about what your audience is already talking about.

2. They keep it ruthlessly simple

One visual. One line. One emotion.

No paragraphs explaining the joke. No "swipe for context." No 10-slide carousels breaking down the pun.

If you get it, you get it. If you don't, you're not the audience.

That confidence is magnetic.

What this means for you: If your message needs three paragraphs to land, it's not ready. Rewrite until it clicks in one sentence.

3. They never change their voice

For 50 years, it's been the same tone. Same style. Same personality.

You could cover the Amul logo and still recognize it instantly.

Brands that keep changing their voice never build recognition. Brands that stay consistent become iconic.

What this means for you: Pick a voice - witty, warm, bold, sarcastic—and commit to it. Not for 10 posts. For 100. For 1,000.

4. They make you feel first, think later

You don't analyze an Amul ad. You smile at it.

The emotional hit happens before your brain even catches up.

That's what makes it memorable. Feelings stick. Information doesn't.

What this means for you: Before you post anything, ask: "Does this make someone feel something in the first 3 seconds?" If not, rewrite.

Why This Framework Still Works in 2025

Because Amul understood something most creators miss:

And they definitely don't remember brands that sound like everyone else.

Amul doesn't try to be everywhere. They show up for moments that matter - with a clear voice, every single time.

That's not a content strategy. That's brand building.

How You Can Actually Use This

Here's the exact framework:

Before creating anything:

1. Listen for 10 minutes

   • What's trending in your niche today?

   • What are people complaining about?

   • What just happened that everyone has an opinion on?

2. React in one sentence

   • Add your unique perspective

   • Use your natural voice

   • Don't explain. Don't educate. Just react.

3. Post and move on

   • No overthinking

   • No second-guessing

   • Trust that the right people will get it

4. Show up consistently, not constantly

   • You don't need daily posts

   • You need to be there for the moments your audience cares about

The Real Lesson

Amul never went viral.

They just stayed relevant for 50 years straight.

They proved you don't need to chase every trend. You need to understand what your audience cares about, say something memorable about it, and do it in a voice that's unmistakably yours.

Not every day. Just when it counts.

That's how you build something people remember instead of content they scroll past.

Your Challenge This Week

Pick one moment your audience is talking about right now.

Not what you want them to talk about. What they're actually discussing.

Make it unmistakably you.

Then reply and show me what you came up with.

Keep it sharp,
Epaphra

P.S. The difference between viral and relevant? Viral fades in a week. Relevant compounds over decades. Choose wisely.