About the book

"Amul's India: 50 Years of Amul Advertising" commemorates the iconic advertising heritage of
the famous Indian dairy company Amul. The book gives a detailed account of Amul’s advertising
campaign that ran for half a century. In its pages, readers can expect to see a curated collection
of Amul advertisements, featuring their favorite mascot, Amul Girl. These ads celebrate current
events, social issues, and popular culture in India with their witty and humorous take. Apart
from presenting the ads themselves, the book perhaps gives an insight into the creative process
behind these campaigns and their profound impact on Indian society and culture. It is a tribute
to Amul’s innovative and impressive advertising history, highlighting how it has become an
integral part of Indian culture. This write-up revolves around summarizing a few significant
chapters among the 28 chapters in this book along with other insights. It is to be noted that the
book consists of numerous ads by Amul in the span of 50+ years, and it doesn’t analyze each ad
that exists in the book. It is recommended to read the book for a better understanding and
irreplaceable visual experience. The top ads that are considered to be Amul’s yearly hits (1976-
2023) have been analyzed.

Other Details

Number of pages in the book: 212

Cover of the book: It consists of eye-catching elements and colors that depict the renowned
mascot of Amul – Amul Girl. The cover has been well contrasted with brand colors. There are
polka dots on the book which in turn imply the visual elements of their mascot.

Price: Rs 299

Publisher: HarperCollins is a major global publishing company with a rich history dating back to
1817. It operates numerous imprints, publishes a wide variety of books in different genres, and
has a diverse roster of authors.

Contributors

Alpana Parida, Alque Padamsee, Amitabh Bachchan, Anil Kapoor, Cyrus Broacha, Harsha Bhogle,
Manish Jhaveri, Milind Deora, Rahul Dacunha, Rahul Dravid, Rajdeep Sardesai, Sania Mirza,
Santosh Desai, Shobhaa Dé, Sunil Gavaskar, Sylvester Dacunha, Shyam Benegal

Acknowledgment

Amul's India: 50 Years of Amul Advertising" was created and designed by DY Works, a leading
brand strategy and design firm in India, with contributions from daCunha Communications, the
original creators of the Amul campaign. The book showcases iconic Amul advertisements and
features essays by authors who contributed without commercial consideration. Santosh Desai's
comprehensive essay reflects Amul's role in mirroring India's evolution.

The profits from the sale of this book are used to honor deserving Class X and XII students in
India under the Amul Vidyashree and Amul Vidyabhushan Award schemes.

Introduction

The book "Amul's India: 50 Years of Amul Advertising" celebrates the iconic Amul hoardings and
the brand's history. The book aims to be accessible, opting for an affordable paperback format.
It includes essays, interviews, and insights from prominent figures such as Amitabh Bachchan,
Santosh Desai, and others who share their perspectives on Amul's impact. The book also delves
into the early years of the campaign, the creative process, and the Amul story. Contributors
cover a range of topics, creating a diverse and captivating narrative.

The Amul Story

Anand, once a quiet farming village in Gujarat, has transformed into a symbol of modern Indian
nationalism. In 1946, it began as a small co-operative initiative to liberate farmers from
exploitative middlemen. Today, it's the headquarters of the Gujarat Co-operative Milk Marketing
Federation Ltd (GCMMF) and the Amul brand, a remarkable $2.4 billion company. This co-
operative movement involves millions of farmers, empowering them economically and socially,
particularly women. The National Dairy Development Board was born here, fostering rural
development. Leaders like Sardar Vallabhbhai Patel and Morarji Desai championed grassroots
development, creating a close-knit community dedicated to progress.

From the Milkman of India

Dr. Verghese Kurien, the founder of the Gujarat Co-operative Milk Marketing Federation and the
visionary behind 'Amul,' discusses the iconic Amul campaign in a brief interview. He emphasizes
the importance of professional advertising services, praises the Amul girl for building a trusted
brand image, and appreciates the wit and relevance of the hoardings, making it difficult to pick
favorites among them.

The “Utterly butterly’ story

In 1966, the Amul butter advertising campaign underwent a transformation with the
introduction of the iconic tagline "Utterly butterly Amul," coined by the manager of the
advertising agency. The campaign featured a charming child character, symbolizing innocence
and playfulness, which quickly became popular. The ads evolved with topical themes,
humorously addressing current events and social issues. Dr. Verghese Kurien, the head of Amul,
supported the campaign's creative freedom. Despite occasional controversies, the campaign has
continued for nearly fifty years, offering a historical perspective on modern India through its
beloved character. Over 4000 hoardings have contributed to its enduring success.

Amul’s India

The Amul billboard campaign has been a unique and enduring aspect of Indian culture for
nearly fifty years. It uses clever and humorous messages to comment on significant events,
reflecting the nation's mood and development. These billboards are selective, focusing on
events of interest with a potential for drama and a connection to the brand. Sometimes, they
simply observe and point out events, providing a spectator's perspective. The campaign evolved
over the years, reflecting changes in politics, international affairs, and popular culture. It also
engaged with business, media, and the internet, mirroring India's changing landscape. The
billboards expressed disenchantment with the political class, deeper engagement with everyday
problems, and the impact of the internet. Notably, they adapted their tone when addressing
terrorism. Overall, the Amul campaign serves as a moving timeline of India's history, offering
gentle humor and timing to allow people to reflect on events from their own perspective. It
reflects India's transformation from a disconnected class to a country with its own narrative,
language, heroes, and issues, making it an integral part of India's journey. Witty Ads were made
in reference to issues like the introduction of VAT, the Commonwealth Games scam, the
Mangalore pub attack, etc. Referring to the Delhi High Court’s landmark judgment, legalizing
homosexuality. Everyday concerns such as school and college admissions became part of Amul's
campaigns.

What makes the Big B smile

Amitabh Bachchan, the Bollywood superstar, shares his perspective on the Amul billboard
campaign. He views it as a unique marketing device that gives a brand a distinct identity while
using humor, satire, and sarcasm to reflect current affairs. For the film industry, it offers free
publicity and becomes a yardstick for success. Amitabh Bachchan personally keeps copies of the
posters featuring him. Regarding modern technology, he believes the campaign shouldn't
change and likens it to enduring poetry or wine that stands the test of time without alteration.

Best of Amul - Starstruck

Popular stars who have been widely featured in Amul’s hoardings over the years are Salman
Khan, Vidya Balan, Aamir Khan, Shah Rukh Khan, Hrithik Roshan, Sanjay Dutt, Abhishek
Bachchan, and Aishwarya Rai.

Iconic figures, real or imagined, evolve over time

The Amul campaign, in a subtle and subliminal manner, portrayed women's changing status and
celebrated female achievements, often featuring notable women from India and around the
world. Through clever and playful copy, the Amul girl became a spokesperson for women's
issues, shaping popular opinion and nudging viewers to think creatively. Ultimately, she paid
tribute not only to remarkable women but also to the woman who may have played a pivotal
role in defining her character – Nisha da Cunha.

Whether those billboards featured game-changers like Arundhati Roy and Rakhee Sawant or
hardcore politicians like Hillary Clinton and Benazir Bhutto, any woman who made it to the
ubiquitous Amul hoarding was saying something powerful about being female.

Best of Amul – Scams

The Indian ethos has always been to 'get rich quick'. An endearing quality when it works within
the ambit of the law. Not so when public money is at stake - just 2011 alone witnessed
countless scams: 2G, the Radia tapes, spot fixing, Adarsh Society, CWG, the list is endless. While
there have been serious scandals over the many decades, Amul always managed to see the
light-hearted side to them.

It was a tremendous feeling…Sania Mirza

As a tennis player, Sania Mirza appreciated how Amul acknowledged sporting legends like Andre
Agassi and Roger Federer. When she saw herself featured with the phrase 'You are my Sania,' it
made her feel proud and realized her achievements were for the nation. Additionally, Amul
created clever hoardings to celebrate her marriage to a popular Pakistani cricketer, humorously
playing on both their names and the 'Indo-Pack' association, bringing joy to the couple.

Sattire is a double-edged sword in India

The Amul advertising campaign, known for its clever and witty hoardings, has been a consistent
presence in Indian culture for nearly five decades. The iconic Amul girl, with her blue hair and
polka-dotted dress, remains relevant and beloved. Each Monday, the creative team behind
these hoardings decides which current event or issue to spoof, ranging from politics to sports to
entertainment.

The diversity of India often leads to region-specific hoardings, with a preference for simple Hindi
in the messaging. The fast-paced nature of news in today's world requires changing hoardings
every three days, unlike the longer shelf life of topics in the past.

However, the freedom of expression in India is not without its challenges. Light-heartedness
sometimes leads to legal troubles, such as when Jagmohan Dalmiya attempted to sue Amul for
a hoarding questioning his actions. Satire in India can be a double-edged sword, appreciated as
long as it's not aimed at the audience themselves.

In the past, hoardings were hand-painted by daring artists, adding an element of risk and
unpredictability to the artwork. Today, social media platforms like Facebook and Twitter provide
new avenues to engage with the audience, as demonstrated by a recent exchange with Shoaib
Akhtar.

Despite the changing times, the Amul campaign continues to thrive, with a long-standing client
relationship built on trust and creative freedom.

Best of Amul – World Events

The international arena has always held great fascination for the Amul hoarding - from Kuwait
to Khomeini and from Osama to Obama, we've always kept our ears to the globe!

Amul is an Indian brand…Harsha Bhogle

The Amul hoardings, featuring charming and lovable characters, have become chroniclers of
their times in India. With a tongue-in-cheek approach, these hoardings capture current events
without losing the fun essence that defines Amul. While taking jabs at those in power, they also
exude unmistakable patriotism and a love for sports, particularly cricket.

The brilliance of the Amul campaign lies in seamlessly integrating the brand's message into the
witty lines, maintaining a consistent identity. Over the years, they've celebrated achievements
like an Indian cricketer reaching Don Bradman's record and Kapil Dev's world record with clever
phrases. They've also tackled moments of defeat, using humor to soften the blow.

Amul's ability to engage with the masses is evident in their response to Shoaib Akhtar's
comments on Sachin Tendulkar, showcasing a grasp of colloquial language. Beyond cricket,
they've cleverly referenced the 2010 FIFA World Cup with the octopus Paul and celebrated an
unlikely Davis Cup win with wordplay involving Ramesh Krishnan.

The Amul hoardings are unique in that they convey their message within seconds, making a
lasting impact. They continue to evolve while retaining their core essence, making them a
hallmark of Indian advertising.

The real genius of the Amul campaign…Rajdeep Sardesai

Amul hoardings at prominent locations of Bombay held a special place. What made Amul
hoardings stand out was their distinctive characters and unique sense of humor. They were
simple yet accessible, appealing to people of all ages. What set them apart was their
irreverence for those in power, using tongue-in-cheek wit to comment on contemporary events,
from corporate disputes to political conflicts. The campaign remained adaptable to changing
times, evolving from Amitabh Bachchan to Shah Rukh Khan, from Sunil Gavaskar to Sachin
Tendulkar, and from Indira to Rahul Gandhi.

The enduring success of the Amul campaign lies in its ability to capture the essence of each era,
much like R.K. Laxman's common man cartoons. Both have become chroniclers of Indian life,
with Amul carving out a distinct identity in outdoor advertising. It remains a beloved and
integral part of the nation's cultural landscape, celebrated for its wit, humor, and ability to
reflect the pulse of the times.

The power of two

Great advertising thrives on mutual respect and trust between the two - client and the ad
agency. Amul embodies this successful partnership with daCunha Communications. The
campaign, running for nearly fifty years, remains the world's longest-running hoarding
campaign. With wit and cheek, it has celebrated events from welcoming Pakistan's President
Zia-ul-Haq to marking Margaret Thatcher's historic election as England's first female prime
minister. The Amul Butter campaign's enduring appeal lies in its ability to engage and captivate
its audience week after week, a testament to the harmonious relationship between the client
and the agency.

Best of Amul – Corridors of power

Our politicians have always been a source of inspiration and amazement for the Amul girl. The
shenanigans at the centre of power, the promotion of dynastic rule, and the very personalities
of our leaders, have provided us with much light-hearted amusement and entertainment.

Two Karnataka ministers were caught watching pornography on their phones in the legislative
assembly (this topical ad resulted in 5022 'Likes' on Facebook). Amul wrote – Triple-ex-
ministers? Amul, never adulterated.

When Deve Gowda became India's eleventh prime minister in 1996, Amul wondered how long
his term would last!

Blacked out

In 1995, during an Indian election year marked by Congress party infighting, Amul ran a
hoarding depicting Congress politicians engaged in a tug-of-war over their symbol, the Hand.
However, the Election Commission, led by T.N. Seshan, took issue with it and blacked out all
Amul sites, citing that no political party could advertise its symbol. Despite Amul's argument
that they were not a political party, they faced difficulties when challenging authorities in India.
In response, Amul put up a rejoinder the next morning with the message, 'If you aren't pulled
up, you're pulled down.' This incident highlights the challenges of navigating bureaucratic
regulations in the country.

Amul has truly been involved…

Amul, a renowned household name, has been an integral part of Mumbai streets for as long as
one can remember. The lovable Amul girl mascot connects with people, making them tolerant
of her playful pranks and even her commentary on serious issues. Amul's clever advertisements
seamlessly weave their products into the mix, many of which are child-oriented, like milk,
yoghurts, and ice creams.

This blend of child-oriented products presented by a playful mascot has contributed to Amul's
widespread recognition. What sets Amul apart is its portrayal of powerful personalities, both in
public and private service, with honesty, light-heartedness, and humor. They manage to touch
on scams, controversies, and achievements without causing offense, making Amul a significant
part of India's social and cultural landscape.

The complex process of creativity

Ad Analysis

Amul's top hoardings are celebrated for their clever wit, humor, and their unique ability to
engage with current events and social issues while promoting the brand. These hoardings have
become an integral part of Indian culture, often serving as a mirror to society's sentiments.
Here's an analysis of a few standout Amul hoardings:

1. "IPL - It's Polka Time!": This hoarding combines the popularity of cricket with the iconic
Amul girl, cleverly playing on the abbreviation "IPL" and the polka dots on her dress. It's
visually appealing and instantly recognizable.

2. "Eat Butter-Biryani, Not Revenge-Biryani!": Amidst India-Pakistan tensions, this hoarding

replaces "Revenge" with "Butter" in "Biryani," advocating for peace. It effectively
conveys a positive message during conflict.

3. "Statutory Warnings: 1. Don't eat them. 2. It's so tempting, you can't resist. 3. Don't take
life too seriously, enjoy it while it lasts.": This hoarding uses humor to provide "statutory
warnings" related to Amul products, encouraging people to enjoy life. It embodies
Amul's playful approach.

4. "From AMUL, With Love!" (featuring James Bond): This hoarding playfully connects
James Bond's love for martinis with Amul products, creating an amusing association
between the spy and the brand.
Amul's hoardings often incorporate pop culture references and address social and political
issues with light-heartedness, making them timely and relatable. They strike a balance between
humor and meaningful messages, reflecting the brand's ability to engage with important topics
while maintaining a positive image. These hoardings have stood the test of time, becoming
beloved and memorable icons in the world of advertising.

Final Comments

"Amul's India: 50 Years of Amul's Advertising" offers a delightful journey through the iconic
Amul hoardings. It's a celebration of creativity, wit, and the power of advertising to reflect
society's pulse. The book captures the essence of India's favorite dairy brand and its enduring
impact on popular culture. A must-read for those who appreciate the blend of humor and social
commentary that has made Amul a beloved household name for half a century. This book is
filled with captivating visual elements, and one would find it very interesting to go through. The
uniqueness of this book lies in its portrayal. The tone of the language used in the book is very
friendly and cheery.

Recommendation

This book is recommended to people who appreciate or are interested in creative advertising.
The visual experience and the kind of content curated is an add-on!

Rating – 4.0/5.0