Amul's India

Key Features

• Celebrities and public figures from Amitabh Bachchan to Rahul Dravid, and from Sunil Gavaskar to Shobhaa De pay homage to one of the most loved brands in India, Amul, and its iconic advertising
• The best and the funniest of the Amul hoardings over the last nearly 50 years
• A look at how India has changed by examining the issues that found mention in the Amul hoardings
• Special essays by Santiosh Desai Rajdeep Sardesai and Rahul DaCunha

About the Book: Amul's India

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.

About the Contributors:

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.