Timeless and ageless. The key character in this saga is the lovable little girl in polka 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 hording themselves. It contains a series of vignetters, creating a patchwork quilt of essays snippets and Selections of classic hoarding.
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Timeless and ageless. The key character in this saga is the lovable little girl in polka 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 hording themselves. It contains a series of vignetters, creating a patchwork quilt of essays snippets and Selections of classic hoarding. It offers us an inside peek into back story of the creation of the ads. Or just somebody who wants a rollicking good time.
Foreword It gives me great pleasure to introduce the second edition of this book as the record-breaking print-run of 1. This book commemorates fifty years of her existence - and yet she seems as young, fresh and relevant as she was when it all began. Amul emerged as an offshoot of the Indian freedom movement. Since then it has grown into a national brand that is respected and trusted in every corner of the country. A daily and essential food product has to provide the consumer with the confidence that it is not only tasty and nutritious, but that it is produced to the highest hygienic standards, and provided at a fair and acceptable price.
This is the assurance that the Amul brand promises, and for almost seventy years now, we have striven continuously to honour this commitment. This has been possible with the co-operation and combined efforts of a producer-owned and -controlled integrated system of production, procurement, processing and marketing. It traces how Amul evolved as a brand by commenting on the popular political and social culture of India over the past five decades.
Its topical, humorous and memorable hoardings continue to delight generations of Indians. DY Works has partnered Amul over the last decade through brand creation and rejuvenation, and has conceived, designed and created this book.
The book goes beyond being an ordinary anthology to being a chronicle of India through the eyes of the Amul girl. The multiple contributions by prominent writers and thinkers add to its richness. Amul will continue to participate in the development of the country by using all the profits from the sale of this book to honour deserving Class X and XII students in India under the Amul Vidyashree and Amul Vidyabhushan Award schemes, just as it had done with the sale of the first edition.
Introduction In this new edition, we have brought out some more classics from the archives. We also have features on new topics - the rise of Narendra Modi. The Amul girl is a chronicler of our times. Thus, by definition, she is perennially youthful as she keeps moving with the times.
Since the first publication of this book in , many new events have impacted us - the coming into power of Narendra Modi, the FIFA fever that gripped the nation, the rise of a younger brigade of stars, newer scams and controversies - and the Amul girl has kept pace with all that and more. In this scenario, the second edition of this book had to be more than a mere reprint.
It had to be updated with new material. Additionally, in the first edition, only about 10 per cent of the topicals could be accommodated in the book. In this new edition, we have brought out some more classics from the archives. The Amul campaign tells the stories of India, a hoarding at a time. Seemingly ageless, this long-running campaign has captivated fans across all ages. I have been one such, for almost four decades now. One cold afternoon in early , I sat in the Amul boardroom with R.
Sodhi, Kishorsingh Jhala and Jayen Mehta - the senior management team at Amul - and was reminiscing about the hoardings. These funny vignettes, created week after week by daCunha Associates, have captured the spirit of India with beguiling charm and no malevolence for almost fifty years.
We needed to celebrate these hoardings.
Amul Girl turns 50: Meet the three men who keep her going
Feb 23, Ranjini rated it it was amazing What a delightful book this is! Borrowed from a friend, for my daughter, I equally devoured it. Depicted in Shyam Benegals Manthan, the Amul campaign tells the stories of India, a hoarding at a time. The hoardings are markers to the popular What a delightful book this is! The hoardings are markers to the popular history of India and have been followed by fans for decades. Seemingly ageless, this long-running campaign, has captivated fans across all ages. It traces the evolution of Amul as a brand, by commenting on the popular political and social culture of India over the past decades.
Amul's India: 50 Years of Amul Advertising