'Send them Pakking': Amul's tribute to India's retaliation wins hearts

The advertisement's release coincided with heightened military activity along the India-Pakistan border.

In the wake of escalating tensions between India and Pakistan, dairy brand Amul released a topical advertisement that garnered widespread attention and praise on social media. The ad, titled "Send Them Pakking," features the iconic Amul girl saluting alongside Colonel Sofiya Qureshi and Wing Commander Vyomika Singh—two women officers who played prominent roles in briefing the nation about India's recent military operation, Operation Sindoor. The advertisement also includes Foreign Secretary Vikram Misri, highlighting the government's coordinated communication efforts.

Operation Sindoor was launched by India on May 7 in retaliation for the Pahalgam attack on April 22, which resulted in the deaths of 26 civilians. The operation targeted nine terrorist infrastructure sites in Pakistan and Pakistan-occupied Jammu and Kashmir, aiming to dismantle networks associated with groups like Jaish-e-Mohammed and Lashkar-e-Taiba.

The Amul advertisement's slogan, "Send Them Pakking," is a play on words that resonated with many online users, who praised the brand for its timely and patriotic message. Social media platforms were abuzz with reactions, with users expressing admiration for the ad's creativity and its salute to the armed forces.

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Colonel Qureshi and Wing Commander Singh have been at the forefront of India's military messaging during this period. Colonel Qureshi, commissioned in 1990, is the first woman officer of the Corps of Signals and previously led an Indian Army contingent in a multinational military exercise. Wing Commander Singh, an Indian Air Force helicopter pilot, has over 2,500 hours of flying experience.

The advertisement's release coincided with heightened military activity along the India-Pakistan border. On May 8, Indian defence forces reported neutralizing missile and drone attacks by Pakistan on military stations in Jammu, Udhampur, and Pathankot. The Integrated Defence Services stated that these threats were swiftly addressed with no reported casualties or material losses.