Amul, a brand long celebrated for its creative and relevant advertisements, has once again captured the hearts of social media users with its special Onam ad. The new topical ad, shared by Amul Keralam on Instagram, features the iconic Amul girl dressed in traditional Kerala attire, performing the popular “aura farming” dance on the tip of a boat.
The ad’s witty caption, “Ee Onam On Aavatte, Aaghoshangalude Aura Koodatte” (May this Onam arrive, and may the aura of celebrations grow), perfectly ties the festive spirit to the latest viral trend. Released on August 26, 2025, the video quickly went viral, garnering over 1.2 million views and a flood of positive comments from a delighted audience.
What is ‘Aura Farming’?
The “aura farming” trend was popularized by an 11-year-old Indonesian boy named Rayyan Arkan Dikha, whose video of him dancing on a boat during a traditional race went globally viral. The term has since been adopted by Gen Z to describe the act of cultivating a confident, charismatic presence—a “main character” vibe—through intentional body language, style, and attitude.
Social Media Reactions
The ad’s success lies in its ability to tap into a current cultural phenomenon while celebrating a traditional festival. Social media users praised Amul for its creativity and timely humor, with one user commenting, “We got Amul girl aura farming before GTA6.” Another user simply called the ad the “Winner of the trend,” while many others expressed gratitude for the brand’s consistently wholesome and amusing content. The positive reactions highlight Amul’s continued legacy as a brand that connects with people across generations through clever and memorable advertising.