Amul's India: Based On 50 Years Of Advertising By daCunha Communication

Gujarat Co-operative Milk Marketing Federation Ltd

May 2012 · Harper Collins

About this ebook

The Amul campaign tells the stories of India, a hoarding at a time. The hoardings are markers of the 'popular' history of India and have been followed by fans for decades. Timeless and ageless, this long-running campaign has captivated Indians of all ages. The key character in this saga is the little girl in polka dots, who helped Amul Butter win over an entire nation. This book celebrates her journey through the eyes of prominent writers, public figures and the subjects of the hoardings themselves. It contains a series of vignettes, creating a patchwork quilt of essays, snippets and selections of classic hoardings. It offers us an inside peek into the back story of the creation of the ads. Amul's India is a celebration that would be of enormous interest to an observer of contemporary India, be it a brand manager, a management student or a fan of Amul. Or just somebody who wants a rollicking good time.

Ratings and reviews

I have always loved Amul ads then and now but this book puts it out so differently and in an educative manner that I am humbled with the knowledge I gained from reading it. Beautiful illustrations make sure there is not a single dull moment and Amul brand's story has been carved out nicely like a fine painting.

It's's a delight to read a book like this. Anybody who enjoys learning how art/advertising campaigns reflect what's up with society will enjoy the book. Illustrations are beautiful and fun to read. I have the hardcopy with me. In Amul's words - it's utterly butterly delicious 😊

The book entails the entire... history of the amul brand which is amazing. To hear stories from everyone associated to it is truly a joy to read... All the best to the future to the amul brand and the amul brand of advertising..

About the author

The book is a compilation of contributions by many well-known personalities. The main essay is by Santosh Desai. Other contributors include Rajdeep Sardesai, Harsha Bhogle, Shyam Benegal, Shobhaa De, Sylvester DaCunha and Alyque Padamsee.