Sundarrajk's Weblog

Amul’s India by GCMMF

Posted on: October 28, 2015

Amul's India: Based On 50 Years of Amul AdvertisingAmul’s India: Based On 50 Years of Amul Advertising by GCMMF
My rating: 3 of 5 stars

As entertaining as the hoardings of Amul that all of us have enjoyed over the years. The book presents the Amul hoardings from the perspective of different personalities like Rahul Dravid, Harha Bogle, Cyrus Mistry, Alyque Padamsee and also the creators of the Amul moppet from the Da Cunha Communication including Sylvester Da Cunha, Rahul Da Cunha.

There are chapters dedicated to The World Events, The Political Events and Politicians, The Scams, Sunil Gavaskar and many others. The book also highlights some of the slips of Amul where they had to apologize after a hoarding. Specifically the one where Indian women were subject to viriginity tests in UK Amul had come out with a hoarding “Indian Virgins need no urging”. This set off a wave of protests after which Amul came out with a apology hoarding.

There is a full chapter on the movie Manthan directed by Shyam Benegal on the Amul success story. The movie was funded by the farmers of Gujarat who had benefit from the Amul’s initiative.

A definitely good book to read.

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