Amul’s new cartoon on Dhanush’s Jagame Thandhiram receives appreciation on social media

Amul has delighted its customers and others alike by coming up with innovative pop-culture references through their cartoons. After making headlines for their Friends reunion special cartoon, the dairy brand’s cartoon on Jagame Thandhiram is generating buzz on social media. Released on Wednesday, the cartoon depicts a scene from Dhanush’s upcoming gangster drama.

The cartoon came as a surprise to both fans and makers of the film. It features a scene from the hit song Rakita Rakita where Dhanush’s character Suruli is dancing in a celebratory way. Amul has managed to bring the celebratory spirit of the scene to life through the cartoon. Both the characters in the cartoon are holding buttered slices of toast with a caption that reads “India’s favourite OTT (Over The Toast) Content!”

The internet was highly amused by Amul’s creative branding and users of social media appreciated the word play in the caption. Amul was also applauded for paying equal attention to South Indian films.

Netflix also tweeted its approval for the cartoon. The OTT platform tweeted on Thursday: “The hype for #Suruli just got bigger and butter (sic).” The film is all set to release on Netflix on June 18. The cartoon has added to the excitement of the fans who are anticipating the release of the film.

Before the cartoon made Jagame Thandhiram even more popular, the film got its own Twitter emoticon inspired by the lead character Suruli. This feat has only been achieved by one Kollywood film in 2021 - Vijay’s Master. A Twitter Spaces session on June 7 about Jagame Thandhiram which included the film’s director and lead actor reeled in over 17,000 listeners, making it the highest attended Spaces session. Others who joined the session were composer Santhosh Narayanan, and Arivu and Vivek.

This Karthik Subbaraj directorial is set in Madurai and London and stars Dhanush, Aishwarya Lekshmi, Game of Thrones actor James Cosmo and Joju George.