Amul Girl’s Viral ‘Aura Farming’ Dance Steals Onam Spotlight!

Amul, the beloved Indian dairy brand renowned for its creative advertising, has once again captured the nation’s imagination with its Onam special ad released on August 27, 2025. Celebrating Kerala’s ten-day harvest festival, the ad features the iconic Amul girl in traditional attire performing the viral “aura-farming” dance step on the tip of a boat, blending cultural festivity with contemporary social media trends. Shared by Amul Keralam on Instagram with the caption, “Ee Onam On Aavatte, Aaghoshangalude Aura Koodatte” (May this Onam arrive, and may the aura of celebrations grow), the ad has sparked widespread enthusiasm online, cementing Amul’s reputation for crafting relatable and engaging campaigns.

The concept of aura farming, popularized by 11-year-old Indonesian boy Rayyan Arkan Dikha, refers to the art of projecting a captivating energy or “main character” presence, often highlighted through bold, attention-grabbing actions. Dikha’s viral video, showcasing him dancing on a boat during a traditional race, inspired the trend that Amul cleverly incorporated into its Onam campaign. By placing the Amul girl in a similar setting, the brand seamlessly merges the festival’s vibrant traditions with a modern, youth-driven social media phenomenon.

Social media platforms, particularly Instagram, have been abuzz with reactions to the ad, with users praising Amul’s ability to capture the festive spirit with humor and creativity. Swati Sanghadia commented, “Amul ads are always amusing and leave a lasting laugh or a smile,” while Vaahiid Minglani humorously noted, “We got Amul girl aura farming before GTA6.” Another user hailed the ad as the “Winner of the trend,” and Akansha Bage thanked Amul for “keeping the ad industry wholesome.” The outpouring of memes, shares, and positive comments underscores the ad’s viral success and its resonance with audiences across generations.

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Amul’s Onam campaign continues the brand’s legacy of producing ads that blend witty one-liners, cultural relevance, and universal appeal. By tapping into the aura-farming trend, Amul not only celebrates Kerala’s rich heritage but also reinforces its position as a brand that stays ahead of cultural and digital trends. As the internet continues to shower praise on this festive masterpiece, the Amul girl’s latest avatar has undoubtedly added a vibrant spark to Onam celebrations in 2025.

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