Good and Bad PR: Amul's 1 trillion dollar flex, Delulu Check's dating co-pilot, Biocon's earned media coverage with Financial Times

[Rating Metre: Hmmm… → Not bad at all! → Oof, this is awesome!]

Is Delulu really the Solulu?

It was bound to happen. An Indian startup has launched the Delulu Check, where you can drop in your chat history with your significant other (or not). And voila, you receive a 19-section AI analysis covering attachment styles, red flags, compatibility, power dynamics, and a stay-or-leave verdict, backed by quotes from the messages themselves.

This took me back to every time I’ve been asked for an “honest take” on a friend’s relationship. Those conversations rarely end well. If things fall apart, I’m the one who “said too much.” The villainous best friend.

Looks like we’ve outsourced that role now.

There’s something convenient about letting AI be the bad guy. The campaign leans into this hard. Across the press release and website, the product isn’t framed as a tool—it’s positioned as something that cuts through the noise and lands on the truth. 

The headline does the work: the CFO’s girlfriend reads the report, leaves him; he doubles his investment.

This isn’t a second opinion. It’s authority. But I wonder if Dr. Delulu, their in-house AI coach, went to med school before handing out PhD-level insights on human behaviour. Because somewhere along the way, it stops helping you think—and starts thinking for you.

Rating: Hmmm…

Amul's turnover smoother than butter?

In a world of over-marketed growth stories, what does it mean when a brand doesn’t need to perform successfully?

Amul crossing ₹1 trillion should have been loud, right? Headlines pumped with nostalgia, somebody taking a bow and sharing their ‘vision’... Instead, the storytelling is almost disarmingly calm. And that’s what I found interesting.

This isn’t a brand trying to convince you of its scale. It assumes you already know. The PR doesn’t dramatise the milestone; it normalises it. We’re just millions of farmers working with a cooperative model that works and a distribution network that’s quietly everywhere. That’s all.

Now, that’s a very different kind of flex—one that trades virality for credibility.

But this moment was not built for accolades or debates. This was just a quiet, matter-of-fact reminder that Amul is still number one, and, although in terms of fanfare it may seem like an undersell, you don’t really have the option to ignore it.

Rating: Not bad at all!

Kiran Mazumdar Shaw’s ‘Lunch with the FT’

This is straightforward, well-played earned media. Financial Times’ Lunch with the FT is a format that signals stature. It’s not announcement-driven, not transactional—it’s editorial space reserved for newsworthy and global high achieving people with FT picking up the tab. Getting Kiran Mazumdar-Shaw into that column places her, and by extension Biocon, in a very specific global context.

No forced brand insertion, no over-curation. And the comms team has resisted the urge to over-amplify or over-package this. Which is rare. In any case that's not something doable with the FT. 

And if you are interested in what they ate and what the meal cost FT? Check this link

Rating: Oof, this is awesome!