‘Send Them Pakking’: Amul Ad on India-Pakistan Conflict Wins Over the Internet

With escalating tensions between India and Pakistan, social media has been flooded with reactions, from emotional posts to patriotic messages. Among them, Amul’s latest topical ad has managito capture the mood of the nation with its trademark mix of humour and timing.

Shared on X (formerly Twitter), the ad shows the Amul girl saluting three prominent Indian officials: Col Sofia Quraishi from the Army’s Signal Corps, Wing Commander Vyomika Singh, and Foreign Secretary Vikram Misri—key figures who briefed the nation following India’s Operation Sindoor. The operation, launched on May 7, targeted nine terrorist sites in Pakistan and Pakistan-occupied Kashmir in response to the April 22 terror attack in Pahalgam, which killed 26 civilians.

The cartoon features the bold slogan “Send them pakking” with a simple but firm line at the bottom: “Amul proudly Indian.” It didn’t take long for the internet to respond.

One user wrote, “Let’s do it permanently,” while another simply said, “Lovely.” Some replied with salute emojis, others praised Amul for its consistency in reflecting public sentiment. The brand, as always, managed to say a lot without saying much.

Meanwhile, the situation on the ground remained tense. On Thursday, Pakistan launched drones and missiles at Indian military bases in Jammu, Udhampur, and Pathankot. The Integrated Defence Services confirmed the attacks, but also assured that the Indian armed forces had acted swiftly, neutralising the threats without any casualties.

In the middle of all this, Amul’s ad offered a brief moment of unity—a familiar image, a clever line, and a quiet salute to those at the frontlines.