Dairy brand Amul is back with another quirky topical, this time celebrating Indian chess prodigy D Gukesh, who just became the youngest-ever World Chess Champion at 18. Gukesh made history by defeating China’s Ding Liren in a nail-biting 14th and final game, becoming the first teenager to claim this prestigious title. The Chennai-based Grandmaster earlier dominated the Candidates Tournament and even led India to gold at the 2024 Chess Olympiad. In the championship match, Gukesh pounced on a crucial mistake by Ding Liren, wrapping up the game in 58 moves. Now, in classic Amul style, the tribute to the young prodigy is both witty and heartwarming.

The topical shows Gukesh in cartoon form, hands raised in celebration – one holding a slice of bread with Amul butter and the other with butter-smeared fingers. A chessboard is placed in front of him. The overlay texts read, “Loved across the board” and “Amul India’s Grandmaska,” – a nod to his Grandmaster title. Genius, as always. The caption read, “Amul Topical: D Gukesh becomes the youngest ever world chess champion at 18!” Take a look here:

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As soon as Amul dropped the topical, the internet lit up with reactions.

A user commented under the post, “Always we wait for the Billboard after any achievement or any particular incident…and Amul never disappoints. Maska Chess-ka!!”

Another wrote, “Loved it to the core.”

“Best of luck to all future plans champ,” a comment read.

Just a few days ago, Amul celebrated filmmaker Payal Kapadia’s double Golden Globes nominations for her film All We Imagine As Light with a clever and heartfelt topical. The film is nominated for Best Motion Picture (Non-English Language) and Payal Kapadia for Best Director. The image shows Payal enjoying buttered toast with actresses Divya Prabha and Kani Kusruti in the background. The tagline read, “All, We Imagine, Are Delighted.” Amul’s tribute also included a pun, “This Gold, Loved Globally.” Read more here.