Amul pays tribute to ‘Joker’ Joaquin Phoenix for Oscar win with its iconic ad; faces PETA ire

The Hush Post | 7:46 pm | One-minute read |

Dairy Company Amul is famous for its butter and equally for its cheeky advertisements. But this time around, Amul has landed itself in a controversy with its advertisement. People for the Ethical Treatment of Animals (PETA) India has slammed dairy company Amul for a tribute ad to Hollywood star Joaquin Phoenix.

Like always, Amul came out with an ad congratulating Joaquin Phoenix and his Oscar-winning title role in the film “Joker”. In the ad, the iconic Amul girl is seen feeding butter to the Hollywood star on stage.

However, this ad didn’t go down well with PETA as Joaquin Phoenix follows a vegan diet. TOscar winner Phoenix made a moving acceptance speech on Monday where he spoke of the importance of animal rights and against dairy cruelty.

“I think we’ve become very disconnected from the natural world. Many of us are guilty of an egocentric world view, and we believe that we’re the centre of the universe. We go into the natural world and we plunder it for its resources. We feel entitled to artificially inseminate a cow and steal her baby, even though her cries of anguish are unmistakeable,” Phoenix said in his Oscar speech.

“Then, we take her milk that’s intended for her calf and we put it in our coffee and our cereal. We fear the idea of personal change, because we think we need to sacrifice something; to give something up. But human beings at our best are so creative and inventive, and we can create, develop and implement systems of change that are beneficial to all sentient beings and the environment,” he added.


Slamming Amul, PETA tweeted, “The joke’s on you @Amul_Coop! In his #Oscar speech, #JoaquinPhoenix spoke against dairy cruelty. Do the cows a favour and switch to making soya, almond, oat or other plant milk”.

“It’s nonsensical @Amul_Coop! Wish you had done a little more research, or just heard #JoaquinPhoenix’s Oscar speech. He’s VEGAN! He DOES NOT consume dairy. His speech was about ditching dairy. #NotCoolAmul”, tweeted Sachin Bangera, PETA India’s Director of Celebrity and Public Relations.

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