Amul’s ‘sharam’ cheese is a slice of humour that you’ll never taste

Amul, the dairy giant known for its buttery spreads and creamy cheeses, has ‘launched’ its latest product – a cheese called ‘sharam’. Before you rush to update your grocery list, let’s set the record straight: ‘Sharam’ cheese doesn’t exist outside the realm of AI-generated images and cheeky internet banter.
The concept plays on the popular desi phrase “sharam naam ki cheez nahi hai (not having any shame)” often wielded by exasperated mothers scolding their children for waking up at 11 am instead of 7 in the morning or committing other such ‘atrocities’. In a whimsical twist, this phrase has been personified into an imaginary cheese, sparking a flurry of jokes and memes across social media platforms.

Imagine the scene: a block of Amul Sharam cheese sitting in your fridge, silently judging you as you sneak in for a midnight snack. Social media users didn’t hold back, with one quipping that it’s the “favourite snack of Indian moms” and another musing about the experience of “eating this at 3am over the sink.”

While Sharam cheese is just a figment of digital creativity, the buzz it created is very real. And we certainly wouldn’t mind having some ‘sharam’ in our fridge.
Source: Indiatoday