Third edition of Amul’s India released

28 Dec,2016

By A Correspondent


With celebrity contributing writers including the likes of Amitabh Bachchan, Shashi Tharoor, Jug Suraiya, Indrajit Hazra, Jai Arjun Singh, Santosh Desai, Naresh Fernandes, Agnello Dias, Arnab Goswami and Karan Johar and of course the topical Amul adverts, Amul’s India 3.0 tracks the Amul ads that reflect on the highs and lows that Indians experience through the eyes Amul moppet. Covering topical grounds and popular incidents from the contemporary context, Amul’s India 3.0 is a revised and updated edition which speaks for the curious instance of when a butter brand becomes the barometer of a nation.


During the engaging panel discussion preceding the launch, there were many insights and observations shared about the iconic Amul Girl and her relevance in contemporary times, her larger role in the society, and her continuing resonance among other aspects. Amul India Managing Director RS Sodhi said that while they don’t have big advertising budgets, the creativity of the campaign has carried it through for so long, and when he is travelling and interacting with people, he often realises that it’s not the butter that people recognise the brand for, immediately, but the Amul girl campaign. Brand specialist and author Santosh Desai added on that as a mascot, the Amul girl, belongs to all who have grown up with her around, and is the spokesperson of the times. Adman, Rahul daCunha wondered about whether the Amul Girl needs to change, journalist Indrajit Hazra reflected that she needn’t as everything around her is changing while, in film writer Jai Arjun Singh’s words,  the Amul girl is like the anchoring figure that provides the much needed familiarity, to make sense through the information overload of our times.


The 232-page paperback has been published by HarperCollins India   and comes with an MRP of Rs 299.


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