Time Travel..

A Review of Amuls India: Based On 50 Years of Amul Advertising By: daCunha Communications

Arpita Pattanaik Roll Number: 2k11004

Introduction to the book

Title: Amuls India Author: Many authors ISBN Number: 978-93-5029-149-8 Publications: Harper Collins Copyright: GCMMF2012 Price: INR 299 Number of pages: 212 Concept and Design: daCunha Communications

About the book

Subject of the book: A compilation of viewpoints of 17 personalities spanning the story of Indias premiere dairy brand Amul through events that are key events in the history of India since Independence. The contributors: Key personalities from various spheres of human interests including media, entertainment, sports, movies, politics and advertising Amitabh Bachchan - Rahul daCaunha - Santosh Desai Alyque Padamsee - Rahul Dravid Anil Kapoor - Rajdeep Sardesai Alpana Parida - Sania Mirza Cyrus Broacha - Shobhaa De Harsha Bhogle - Shyam Benegal Manish Jhaveri - Sunil Gavaskar Milind Deora - Sylvester DaCunha
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Objective of the book

Amul has been associated with almost every small and big event that was a milestone in the history of time, both for the world, as well as right through the history of India

Amul has been associated with four generations in India since its inception in 1946 Amuls hoardings have portrayed history through the eyes and the language of the common Indian The authors have brought out the compilation of Amul hoardings and experiences with the objective of the consumers of today experience the feelings and re-living their era of growing up with Amul as a brand that has remained connected with and attached to their hearts and has remained unchanged in wit, brilliance and the common Indians humor 4

What kept me glued to the book till the end

Satire is a double edged sword in India. We are a people who love to laugh so long as the joke is not on usRahul DaCunha

Smart Description

The Indian ethos has always been to get rich quick----just 2011 witnessed countless scams like @G, Neera Radia tapes, spot fixing, Adarsh Society, Commonwealth Games etc. While there have been many serious scandals over the decades, Amul always managed to see the light=hearted side to themOn Scams in India

Amazes me through the creativity of DY works and how the imagination has lived up to the expectation of the common Indian throughout the time
The Amul girl has given the brand must the image the creators had in mind of a precious, priceless product that the consumer could completely trust. The hoardings are witty, thought provoking and humorous.

Speaks my Language

Shows me the world at a point of time when I was not here

Connects me with my country instantly through the messages reflecting how me and my country grew and evolved

Amul is probably the only campaign in the world with the theme and style unchanged in nearly fifty years

How well did it achieve its goal

Motivates me to look at the world around myself with ever increasing Curiosity

Teaches me that to make my message to the people, I have to think like the common man

Pushes me to think about social issues from a more positive perspective

Makes me realize that originality of thoughts can adapt the best to the changing scenarios of the world

Some quotes that instantly caught my attention

How diverse and disparate, the nation is. The south doesnt really speak Hindi, the east doesnt really watch Bollywood and the Hindi belt is obsessed with local politics

Satire is a double edged sword in India. We are a people who love to laugh so long as the joke is not on us Light-heartedness has often led us to the doorstep of legal process