Amul dairy brand marked the opening of the world’s tallest railway arch bridge, the ‘Chenab Bridge’ in Jammu and Kashmir with a witty print advertisement on Sunday. The advertisement consists of Amul’s iconic girl and a sketch of the bridge and the punchline: ‘A Dream Railized’.
Famous for being witty in its commentary on events, Amul introduced a second tagline, ‘Amul: A Ticket To Great Taste’, referencing the role of the bridge towards facilitating greater mobility and access.
Union Railway Minister Ashwini Vaishnaw responded to Amul’s move by posting the work on social media platform X. He commended the brand for recognizing this historic moment in the making of India’s infrastructure.
Thank you Amul. pic.twitter.com/jG28tPZBoJ
— Ashwini Vaishnaw (@AshwiniVaishnaw) June 8, 2025
Challenges in the Construction of Chenab Bridge
Dedicated by Prime Minister Narendra Modi on June 6, the Chenab Bridge stands at 359 metres above the river level higher than even the Eiffel Tower. A component of the Udhampur–Srinagar–Baramulla Railway Link (USBRL), this bridge is a key development in connecting the Kashmir Valley with the rest of India by means of an all-weather rail network.
This 1.3 km-long structure, whose works began in 2017, faced many kinds of challenges, ranging from the unstable Himalayan terrain and seismic risks to aggravated climatic conditions. Engineers employed over 30,000 tonnes of steel. Its design has considered all aspects, including withstanding up to 260 km/h gusts and even blasts.
National Pride
The Chenab Bridge will cut down travel time considerably in the region, with the Vande Bharat Express shortly running through this new corridor. Aside from civilian usage, the Chenab Bridge is also considered a strategic logistics presence in a geopolitically volatile region.
Amul’s apt tribute reflects the national mood combining pride at an achievement from the past with the brand’s tradition of light-hearted, yet pointed observation.
