https://www.revoi.in/tit4tat-again-fresh-china-twist-as-twitter-does-a-google-with-amul/
My article in REVOI dtd. 06 june 2020
After
Google, Twitter also falls in China’s line - Removes
Amul weekly ad temporarily - Amul
refuses to withdraw.
On
a day India was actively engaged with China in military-level border talks to
reduce tension in an ongoing standoff in Ladakh, Twitter went hammer-and-tongs
against Amul, the Taste of India, by temporarily pulling off its weekly comment
on current affairs—this time on “Exit the Dragon” theme which apparently
irritated China.
The
Baby and the Dragon!
Recently,
Google Play Store suspended the “Remove China Apps”, which facilitated the
deletion of China-made apps, and also the Tik-Tok replacement Mitro’n app,
without assigning any clear reason. Google was suspected of being under
pressure from China. It is no secret that several multinational companies have
historically toed the Chinese line, even crawled when asked to bend.
Twitter
may have tried to keep China in good humour and ‘Enter the Dragon’ as the
micro-blogging site is not allowed to function there!
On
Friday, Twitter suddenly pulled the plug on Amul by temporarily blocking their
twitter handle, @Amul_Coop, for putting up a routine news-based topical
creative, although now it is back: “Exit the Dragon”, the Amul girl warned
China in the weekly comment from Amul, Made in India.
As
usual, Twitter tried to explain it away: “Caution: This account is temporarily
restricted. You are seeing this warning because there has been some unusual
activity from this account. Do you still want to view it?”
Interestingly,
Twitter is engaged in a war of even with US President Donald Trump as well. In
America, Twitter claims freedom of expression; in China, it toes the Chinese
line!
When
Revoi sought comment, an Amul official refused politely: “We do not want to get
into it. We do topical advertisements with a very clear intention to comment on
what is the mood of the nation. We don’t favor anybody, we don’t spare anyone.
But our ads are humorous. Twitter and Amul are in touch with each other to
understand the technicalities.”
Asked
if Amul would delete the “Exit the Dragon” message, the official rejected: “No,
Amul is not going to change its stand and will stick to it. The only issue was
that Twitter did not inform Amul before taking any action.”
Amul
Butter Topical is recognised as one of the longest-running advertisement
campaign in the world. The Amul social messaging was launched in 1967 from
Mumbai. With increasing popularity of the weekly comments, Amul increased its
frequency to four or five campaigns a week, changing theme each time.
Amul’s
advertising agency D’Cunha Associates began popularising the theme with its
Chairman Sylvester D’Cunha at the helm of affairs along with Usha Katrak and
Eustace Fernandes as illustrators.
Sylvester’s
son Rahul D’Cunha took command in the early 1990s, supported by Manish Jhaveri,
the sole copywriter, and Jayant Rane, the illustrator, for Amul campaigns. The
posters are still hand-painted. And the famous Amul girl, in blue hair and red
polka-dotted frock, has stayed in the campaign. In March 1966, when the first
topical ad was launched, she was seen riding a horse with the pun
“Thoroughbred”, followed by the famous slogan “Utterly Butterly Delicious”
slogan.
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