Dairy giant Amul has marked the release and soaring popularity of Saif Ali Khan’s new film, 'Kartavya', with its latest topical advertisement, keeping up its long-standing tradition of capturing major moments in Indian pop culture.
The new artwork, posted to Amul’s official Instagram page, showcases the brand’s iconic animated style with a clever caricature of Saif Ali Khan dressed in a cream suit and dark sunglasses. Known for its witty wordplay, the brand titled the piece “BUTTERVYA” — a cheeky blend of the movie's title and its signature product — alongside the tagline, “Amul FULFILS ITS DUTY.”
The creative snippet quickly caught the eye of the film's backers and family alike. Netflix India joined in the fun, commenting, “no one butter for this than Saif,” whilst Red Chillies Entertainment chimed in with, “Amul ne bhi apna kartavya nibha diya” (Amul has also fulfilled its duty). Actor Kareena Kapoor Khan also shared the cartoon on her Instagram stories, proudly adding, “My love. Always the best.”
'Kartavya', which stars Khan as a dedicated police officer, is produced by Gauri Khan under the Red Chillies Entertainment banner and directed by Pulkit, who previously helmed 'Bhakshak'. The crime drama made its debut on Netflix on May 15.
Reflecting on the project, Khan described the film as a heroic and moral tale driven by impactful storytelling. Moreover, according to Khan, there was something special about the production process, being more collaborative than any other. In essence, it felt as if they were producing an independent film because everyone did their work better than expected.
As the title suggests, the movie 'Kartavya' is an investigative thriller and focuses on the problems of conscience, justice, and responsibility. Additionally, other great actors appear in the movie; these include Sanjay Mishra, Zakir Hussain, Manish Chaudhari, and Saurabh Dwivedi.
Also read: SRK gave us full creative freedom for ‘Kartavya’: Saif Ali Khan
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