04 - 10 - 2026

Amul honours heroic Capt Smit Machchhar with a topical

Dairy giant Amul has released a topical praising Captain Smit Machchhar after the Indian aviator survived a violent mid-air stabbing and unlocked the cockpit door to avert disaster for 174 passengers.

While these news-driven topical cartoons are generally referred to as ‘doodles’, advertising experts classify them officially as Amul Topicals.

The news-driven topical advertisement uses clever wordplay and detailed imagery to honour the pilot’s extraordinary courage. Headlined ‘Heroplane ka captain!’, a blend of hero and aeroplane, it shows Captain Machchhar seated inside the cockpit, wearing glasses, his pilot’s uniform, and epaulettes.

Standing alongside is Amul’s iconic polka-dot-dressed mascot, also transformed into an aviator, donning a crisp white uniform shirt, tie, and blue trousers. The Amul Girl (Amul Moppet) stands in attention, delivering a formal military salute to the captain.

At the base of the image, the brand features the adapted tagline ‘For smooth landings’, referencing both Machchhar’s successful emergency landing in Saudi Arabia following the cockpit attack and Amul’s long-standing commercial association with ‘smoothness’.

Captain Machchhar commanded Flydubai Flight FZ1073 from Dubai to Tel Aviv when his co-pilot launched a violent stabbing attack inside the cockpit. Despite sustaining severe injuries while the aircraft plunged, Machchhar retained his composure and unlocked the cockpit door from within. His quick thinking permitted off-duty aviators, crew members, and passengers to breach the cabin, overpower the attacker, and execute a safe emergency landing in Saudi Arabia.

The captain’s decisive intervention preserved the lives of 174 individuals on board. World leaders including Prime Minister Narendra Modi and Israeli officials commended his swift action and valour.

Amul’s latest visual artwork honors Machchhar’s sharp presence of mind and selfless service under pressure.

https://www.instagram.com/p/DeBJcqHT8C2/

Recent Amul Topicals

Amul continuously crafts topicals to depict cultural shifts and breaking developments, highlighting major events across multiple fields. Recent campaigns have captured popular entertainment and internet trends, including tributes to global streaming hits such as Netflix’s Adolescence.

The brand’s sports illustrations regularly commemorate historic cricket victories, Olympic medal wins, and standout individual achievements in world championships. In addition to cultural and athletic milestones, these topical artworks pay homage to frontline personnel, space exploration achievements by scientists, and citizens demonstrating exceptional bravery in crisis situations.

Over six decades of publication, several topicals stand out as enduring moments in Indian advertising history.

In 1978, Amul introduced ‘Give Us This Day Our Daily Bread’, an early campaign that highlighted consumer reliance on trusted everyday dairy products. Five years later, the 1983 ‘World Cup Victory’ topical celebrated the Indian cricket team’s historic triumph over the West Indies at Lord’s Cricket Ground.

Political and scientific developments have also shaped the brand’s creative output. The 1998 ‘”Pokhran II Tests’ ad captured the national mood following India’s nuclear tests through lighthearted commentary, while the 2008 ‘Chandrayaan Launch’ ad honoured the Indian Space Research Organisation’s successful launch of the country’s first lunar orbiter mission.

More recently, the 2011 ‘India Wins World Cup’ topical captured nationwide celebrations following the national cricket team’s ICC World Cup victory at the Wankhede Stadium.

The Anand Milk Union Limited, commonly known as Amul, is an Indian dairy brand owned by Gujarat Cooperative Milk Marketing Federation, and is controlled by 3.6 million milk producers.

If you spotted a mistake or have feedback on this story, write to us at editor@newsassociate.com. Email us your press releases on the same ID.