“Gives Shakti” – Amul Celebrates Historic Win For Indian Music At Grammys 2024

From viral trends to national accomplishments, Amul frequently shares creative topicals on subjects of public interest. Its latest illustration celebrates a historic win for India at the 66th Annual Grammy Awards. At the ceremony that took place on February 4, 2024, fusion band ‘Shakti’ took home the award for the Best Global Music Album. They won this accolade for their album, The Moment. This iconic band comprises Ustad Zakir Hussain, John McLaughlin, vocalist Shankar Mahadevan, percussionist V Selvaganesh, and violinist Ganesh Rajagopalan. Their Grammy win has shone a global spotlight on Indian music and thus made the country proud. 

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Amul’s special topical depicts the band members – Mahadevan, Rajagopalan, Hussain and Selvaganesh – with the Grammy trophy between them. Three of them are seen holding up butter-covered fingertips. Two of the members also have buttered bread slices in their hands. Amul is famous for its incorporation of wordplay into its topicals and this one is no different. The text on the top reads, “Garammy Garam snack ke liye” (a play on “garam” meaning warm, and “Grammy” awards). Below the illustration of the band are the words, “Amul. Gives Shakti.” In the caption, the brand wrote, “Legendary fusion band Shakti, wins Grammy for Best Global Music album at Grammys 2024!” Take a look at the post below:

Amul often celebrates accomplishments that bring national pride as well as monumental international events. Sometimes, it shares its take on trends that take the internet by storm. Recently, Amul jumped on the viral orange peel test with another buttery topical. It decided to rename the trend “Yellow Meal Theory” Check out the full story here.

Also Read: Amul Gives A Shout Out As Rohan Bopanna Becomes Oldest Grand Slam Winner

About Toshita SahniToshita is fuelled by wordplay, wanderlust, wonderment and Alliteration. When she is not blissfully contemplating her next meal, she enjoys reading novels and roaming around the city.