The 1995 Amul Girl ad

Guwahati: Just a day after PM Narendra Modi praised Amul for its ice-creams and chocolates, India’s favourite butter brand is under negative light as it gets dragged down under layers of controversies and misinformation, as per reports.

The now deleted Tweet

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From the morning of Friday, hashtags such as Cancel Amul, Boycott Amul, etc, has been trending on Twitter. This can be boiled down to the fact that many prominent journalists and others shared an Amul cartoon featuring actor and former Indian National Congress (INC) member Urmila Matondkar. The ad features Matondkar in the iconic Amul girl avatar who took on the actor’s spunky character of the movie Rangeela with a text which read, “Not MASOOM anymore?”

The “infamous” ad

The issue became inflated more so because of the latest clash of words between actor Kangana Ranawat and Matondkar. Both have been sparring over Ranawat’s criticism of the Maharashtra government and Mumbai Police concerning the death case of Sushant Singh Rajput. In an interview with a leading daily, Ranawat even referred Matondkar as a ‘soft porn actor.’ Matondkar even questioned Ranawat’s motives while accusing Bollywood’s alleged drug mafia.

Although the ad itself was from the year 1995 and can be found under the ‘Amul Hits’ from the year 1995 section of the website, many thought it to be a recent ad and slammed Amul for its distasteful sense and even accused the brand of having pro-BJP sentiments.

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In all actuality, the cartoon has been taken completely out of context as the poster itself was from 1995 when Amul decided to incorporate the actor in the Amul Girl avatar, said industry observers. The movie Rangeela which starred the actor along with Jackie Shroff and Aamir Khan and directed by Ram Gopal Verma was released in 1995. The movie was a blockbuster and it also showcased Matondkar’s transformation from a cute child artiste to a phenomenal performer. Hence the line “Not MASOOM anymore?” as the 1983 film Masoom portrayed her in a significant role as a child artiste, said experts.

Even filmmaker Anurag Kashyap weighed in and in a tweet gave the perfect summary of the entire debacle. He wrote, “If I am Not mistaken , this came out when “Rangeela” released and not now. And it was based on the fact that Urmila was the child actor in “Masoom”. It was meant to be an appreciation . Now misused by trolls after the current scenario.”

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