Amul has marked Janmashtami with a witty new advertisement inspired by one of Lord Krishna's most popular childhood stories—his legendary love for butter.

The minimalist campaign recreates the aftermath of a mysterious butter theft through a series of playful clues. An empty pack of Amul butter, a butter-smeared knife, a peacock feather and tiny blue footprints suggest the identity of the culprit without actually revealing him.

The advertisement carries the line, “We know who did it,” drawing an immediate connection to the popular tale of young Krishna secretly stealing makhan from the homes of the gopis in Vrindavan.

Krishna's fondness for butter earned him the affectionate title of Makhan Chor, and Amul has cleverly used that cultural association to connect the Janmashtami story with one of its most recognisable products.

The campaign has received praise on social media for its simplicity and cultural relevance. Several users appreciated the fact that the advertisement required little explanation, with the visual elements alone telling the familiar story.

Among those reacting to the campaign were Sai Deepak J, who said the advertisement “takes the makkhan,” while industrialist Harsh Goenka described it as a lovely campaign.

Amul has long been known for creating topical and festival-based advertisements that combine humour, cultural references and its brand identity. Its latest Janmashtami creative follows the same approach, using a familiar Indian story and a handful of visual details to deliver its message.