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Saturday, November 12, 2022

Milk moustache !! - Rose-ringed parakeets !!

Ever had a ‘milk moustache’ – nay, it is not the nascent mush when hair starts growing on  Men’s upper lip !  Miles away, in 1993, a focus group headed by Jon Steel, a partner at the San Francisco-based advertising firm   asked respondents not to consume milk for a week prior to participating in the study. Steel’s aim was to gather information about milk habits that would inform his pitch to a new client, the California Milk Processor Board, which was looking for creative strategies to boost sales.


A photo of 2  rose-ringed parakeet (Psittacula krameri), in the genus Psittacula, of the family Psittacidae looking at different sides – one eating raw rice; other feasting on wheat grains !!  

Heard of Vijaya, Milma, Nandini…………………. ~ and Aavin !!!!  4 or 5 decades ago, mornings started with mad scramble for milk – to start the day with a cup of degree coffee…. From cows and buffaloes milk supplied at doorstep fresh from the healthy cattle, there was a paradigm shift in the City of Chennai aka Madras to pasteurized milk. Prior to that the localities depended entirely on the neighbourhood cowherds for milk. The milkman would come in front of the house, have a customary check of the utensil before they touch the udder and  milch the cattle in your presence – still people used to complain of the milk being very much watery.  

Milk was scarce and not easily available. Procuring a monthly Aavin card was not so easy; procedurally very cumbersome; more so, when one had to buy bulk quantity for marriages and the like.  Those were the days when there were hundreds of cows and ten times more  of buffaloes in Triplicane with a similar story in all other localities of the city of Singara Chennai.  

Aavin is the trademark of the Tamil Nadu Co-operative Milk Producers' Federation Limited, a Tamil Nadu-based milk producer's union.  Aavin comes from Tamil meaning 'from cow'; 'Aavin paal'  translates to cow's milk.  Aavin procures milk, process it and sells it in retail across Tamilnadu; similarly it is brand Vijaya in Andhra; Milma in Kerala and Nandini in Karnataka.  

milk moustache  means the white residue on one’s upper lip after taking a deep sip of milk. 

When Amul launched its campaign, "Mooch nai toh kuch nahin", featuring a young girl sporting a milk moustache there were cries hinting that it was 'inspired' by the popular ad campaign, 'Got Milk?', created by Goodby Silverstein & Partners for the US dairy industry. The campaign  ended after two decades, featured celebrities from different fields sporting a milk moustache in an effort to boost milk consumption.  

Got Milk? is an American advertising campaign encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers.  In January 2014, MilkPEP discontinued its Milk Mustache and "got milk?" advertisements,  and launched a new campaign with the tagline "Milk Life". The "got milk?" campaign continues in California and the "got milk?" trademark is being licensed to food and merchandise companies for U.S. and international sales.   

Concluding with comments on the photo at the start – if you zoom, you can see the parrot on left sporting milk moustache (of rice grains)  

With regards – S. Sampathkumar
12th Nov. 2022. 

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