How FCB’s Floating Stories Celebrates Women Dairy Farmers Through Milk-Printed Photostories
Amul, the world's largest farmer-owned dairy cooperative, is powered by women.
At Amul, 3.6 million women farmers have shattered stereotypes in India's dairy industry, and in a wider cultural landscape where women often face systemic barriers.
FCB Ulka’s "Floating Stories" campaign for Amul aims to celebrate the remarkable journeys of Amul's women dairy farmers by printing their photo stories on milk. Through hydrographic printing and interactive storytelling elements, the campaign highlights the resilience and triumphs of these women, inspiring societal change and challenging traditional gender roles.
Speaking to LBB, FCB’s Vandana Joshi discusses how "Floating Stories" honours the triumphs of Amul's women dairy farmers through milk-printed photostories, challenging gender norms and inspiring financial independence.
LBB> What inspired the concept of using photostories printed on milk to highlight the stories of women dairy farmers, and how did you develop this innovative approach?
Vandana> At the heart of Floating Stories, we wanted to celebrate the stories of the Amul women dairy farmers. We wanted to bring their stories to the forefront and 'float' them around, ensuring that people far and wide hear of their remarkable journeys.
Through this, we aimed to inspire India's financially dependent female population through true photo stories of Amul's financially and socially successful women dairy farmers. This concept felt poetic to us, a unique way to honour these women's resilience and dedication. And what better way to execute it than by printing their stories on milk—a medium as unconventional as their triumphs. After all, have you ever heard of anyone ever printing on milk before?
LBB> Can you share some insights into the process of selecting the women dairy farmers whose stories were featured in the Floating Stories campaign?
Vandana> Each and every one of Amul’s women dairy farmers has a unique story to share. Our selection process for Floating Stories was a deeply thoughtful and intentional one. We wanted to showcase the diverse and multifaceted experiences of Amul's women dairy farmers. In this iteration, we sought out stories beyond traditional narratives of prosperity and success. We were drawn to stories that challenged stereotypes and highlighted the power of matriarchy within these families and businesses. These are stories where women not only led the way but also broke barriers, sending their children abroad for education and expanding their horizons in ways previously unimaginable.
Our hope is that these non-traditional stories will serve as a source of inspiration and empowerment for our audience. By showcasing the stories of women who have defied stereotypes and taken on leadership roles within their families and businesses, we aim to challenge preconceived notions of gender roles and empower others to do the same.
LBB> What were some of the technical challenges faced in implementing the hydrographic printing and interactive storytelling elements of the campaign, and how were they overcome?
Vandana> I credit this to the creative team’s dedicated extensive time and effort to perfecting the process behind Floating Stories. It was a meticulous endeavour to achieve the perfect balance of milk and water to create the desired effect.
The process certainly presented its challenges. Achieving the ideal balance of milk and water was crucial, as it directly impacted the outcome of the prints. The unique and intricate hydrographic printing technique was used, wherein hydrographic prints of the photographs were carefully laid out to float on the surface of the water mixed with milk to quickly liquify and merge with the mixture of milk and water in order to create a liquid-form photograph (but with solid details). It was a delicate balance of artistry and technical skill.
LBB> How do you measure the impact of a campaign like Floating Stories beyond immediate metrics such as views or engagement, particularly in terms of its effect on societal perceptions and attitudes?
Vandana> With Floating Stories, we wanted to inspire simple Indian women who are financially dependent. In India, especially in rural areas, women often find themselves confined to traditional roles, overshadowed by their male counterparts. In fact, it is considered normal for a woman to stay home and look after a house and the family or do a small job where they earn a basic sum of money, which isn't enough to sustain their family.
We believe that storytelling has the power to ignite change and spark new possibilities. By showcasing the stories of resilience and triumph of Amul's women dairy farmers through Floating Stories, we aim to inspire these women to seek financial independence and break free from societal norms. We want them to see themselves reflected in these stories and recognise their potential to chart their paths to success.
LBB> Can you share any anecdotes or memorable moments from the development or execution of the campaign that encapsulate its spirit or impact?
Vandana> When the team went to capture these stories with renowned photographer Madhur Shroff, it was an experience like no other. As we listened to the stories of these incredible women, we were moved by their resilience and determination. They showed us that they are truly the backbone of Amul.
These farmers stand tall, rewriting the narrative of empowerment and success. Their stories moved us and inspired us to shine a spotlight on their journeys, showcasing their incredible impact on their communities and the dairy industry as a whole. Madhur has a remarkable ability to not only capture the essence of a story but also to evoke deep emotions through his lens.
LBB> How did you ensure that the campaign remained authentic and respectful to the experiences of the women dairy farmers while also delivering a compelling and visually captivating message?
Vandana> In this campaign we featured the real women who are the backbone of Amul, so their stories don’t go untold. Our creative team met and interviewed them and captured their daily lives.
Meeting and interviewing these women was an incredibly enriching experience. They welcomed us into their homes and shared their stories with openness and warmth. As they went about their daily chores, they shared insights into their lives, their struggles, and their triumphs. Like how some of them sent their children abroad, how they constructed a pakka home from a shanty, or even became the head of the family, and the male members took a back seat. It was a humbling reminder of the resilience and strength of these women and the importance of amplifying their voices.
