Amul celebrates Saif Ali Khan's 'Kartavya' with 'Buttervya' topical
Mumbai, May 18
Dairy brand Amul has marked the release and growing buzz around Saif Ali Khan's latest film 'Kartavya' with a new topical, continuing its long-running tradition of responding to major moments in Indian pop culture.
Shared on Amul's official Instagram page, the artwork features the brand's signature animated style, with a caricature of Saif Ali Khan dressed in a cream suit and dark sunglasses.
Adding its trademark wordplay, the topical carries the headline "BUTTERVYA," blending the title Kartavya with Amul butter.
The tagline reads, "Amul FULFILS ITS DUTY."
Netflix India commented, "no one butter for this than Saif."
Red Chillies Entertainment also praised the creative, writing, "Amul ne bhi apna kartavya nibha diya" (Amul has also fulfilled its duty).
Actor Kareena Kapoor Khan, Saif Ali Khan's wife, reposted the caricature on her Instagram stories and wrote, "My love. Always the best."
'Kartavya', starring Saif Ali Khan in a cop avatar, is produced by Red Chillies Entertainment and directed by Pulkit, known for 'Bhakshak'. The film premiered on Netflix on May 15.
Speaking to ANI about the project, Saif Ali Khan described the film as "a heroic, moral tale" supported by meaningful storytelling.
"The production house is quite strong, especially with Shah Rukh Khan's banner, which has consistently backed meaningful stories. It's a heroic, moral tale. This film is another such example, much like Bakshak, which they previously produced. And Pulkit is a very good director. When I read this story, I liked it a lot," Saif said.
The actor also spoke about the filmmaking process and working environment on the project.
"Is film mein kaam karne ka tareeka thoda hatke tha... bhaut maza aya. Pulkit ek bhaut ache writer and director hai. The atmosphere was like an independent film. Everyone was working more than their duty," he added.
Described as a character-driven crime drama, 'Kartavya' explores themes of conscience, justice and consequence against an investigative backdrop.
The film also stars Sanjay Mishra, Zakir Hussain, Manish Chaudhari and Saurabh Dwivedi in key roles, and is backed by Gauri Khan under the Red Chillies Entertainment banner.
— ANI
Reader Comments
Honestly, Amul's topicals are often more entertaining than the films themselves! 😅 'Kartavya' sounds like a decent crime drama, but I hope the story lives up to the hype. Saif's comment about the "independent film atmosphere" is interesting—can't wait to see if it translates on screen.
Amul butter + Bollywood = iconic combo! 'Kartavya' seems promising with Sanjay Mishra and Zakir Hussain in the cast. But why do filmmakers still rely on the "cop vs. justice" trope? I hope Pulkit brings something fresh. At least the topical was spot on—fulfilling its "buttervya" perfectly! 😂
As someone who follows Indian pop culture from abroad, this Amul tradition is genuinely charming. The 'Buttervya' pun is clever, but I'm more intrigued by Saif describing it as a "heroic, moral tale." Hoping the film delivers meaningful storytelling—Red Chillies usually does.
Amul ne apna kartavya nibha diya! 🤣 Kareena's reaction was so sweet. I appreciate that the brand keeps it light and fun. But on a serious note, 'Kartavya' seems like a heavy subject—duty and conscience. I hope the film doesn't get preachy. Saif can carry a cop role well, but the writing needs to be tight.
Amul's topicals are a masterclass in brand relevance. Every release feels like a celebration. I'm curious about 'Kartavya'—the cast looks solid
We welcome thoughtful discussions from our readers. Please keep comments respectful and on-topic.