Amul on Aamir and intolerance: All izz well or all izz hell?

Updated on Nov 26, 2015 12:06 PM IST
Aamir Khan addresses at the Ramnath Goenka Excellence awards ceremony in New Delhi on Nov 23,2015.(IANS)
Aamir Khan addresses at the Ramnath Goenka Excellence awards ceremony in New Delhi on Nov 23,2015.(IANS)
Hindustan Times | By, New Delhi

Aamir Khan’s comments on the rising intolerance in India have the entire country agog - some in support and most in protest. However, it is the manufacturer of dairy products Amul - which coincidentally is celebrating founder Verghese Kurien’s birthday on Thursday - that has the funniest take on the controversy.

Amul, known for its socially relevant ads, has added its own comments to the conundrum by asking Aamir if all izz well or all izz hell in his world. tweeted the new ad and wrote, “Amul Topical: Angst and anger over actor’s comment! #AamirKhan”


The ‘all izz well’ phrase found its way into Indian lexicon after it was used in Aamir’s blockbuster, 3 Idiots.

The 50-year-old actor is facing ire of the BJP and other Hindu groups for revealing his wife, Kiran Rao, had suggested moving abroad following a spate of communal incidents in the country. His comments led to countrywide protests and a furore on social media.

Following backlash from not just political parties but also several people from Bollywood, Aamir issued a statement on Wednesday saying, “Let me state categorically that neither I, nor my wife Kiran, have any intention of leaving the country. We never did, and nor would we like to in the future. Anyone implying the opposite has either not seen my interview or is deliberately trying to distort what I have said. India is my country, I love it, I feel fortunate for being born here, and this is where I am staying.”

An old Amul ad, from 2014 when Aamir Khan’s PK - a satire on religious practices in the country - was set to release, is also going viral on the internet. While some people have termed it a fake, it is a hit on social media.

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