'Amul's India' book launched in Mumbai

Gujarat Cooperation Milk Marketing Federation (GCMMF), the largest producer of milk under the brand name Amul announced the launch of ‘Amul’s India’ book at an event in Mumbai. The book was unveiled by Shoojit Sircar, Ms Deepika Padukone and Irrfan Khan.

Amul’s India is based on 50 years of Amul advertising. It captures the remarkable journey of the brand through the eyes of prominent writers and public figures like Amitabh Bachchan, Alyque Padamsee, Harsha Bhogle, Rahul daCunha, Rahul Dravid, Rajdeep Sardesai, Sania Mirza, Santosh Desai, Siddharth Kak, Shobha De, Shyam Benegal, Suhel Seth and Sylvester daCunha.

Amul’s India talks about all the Amul campaigns in 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.

In this revised and updated edition, the book capture new trends and events that have impacted Amul – the rise of Narendra Modi, the youth becoming more central in the national discourse, concerns over women’s safety – and traces how the lovable little girl in polka dots has kept pace with all of that and stands stronger than before. The book also offers an inside peek into the back story of the creation of ads.

Amul’s India is a celebration that will be of enormous interest to an observer of contemporary India, a management student, or just a fan of Amul.

Amul has also launched a new App “Amul World” which has all the Amul topicals created over the last 50 years. This App will soon be available for download on Google Play (Android) and App Store (ios).

On the occasion, R. S. Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF) said, that “We had promised to release the updated edition at the time of launch of the first edition. It is an honour for us to have published the revised and updated edition of this book after the phenomenal print run of 1.2 lac copies of the first edition. The Amul Topical advertising campaign and our consistent advertising strategy has played a very pivotal role in the growth of brand Amul and we shall endeavor to continue our efforts. We are thankful to Shri Amitabh Bachchan and Ms Deepika Padukone for gracing this occasion“.

Rahul daCunha, Managing Director, daCunha Communications said, “How does one encapsulate the history of the longest running outdoor campaign in a single book? With 8000 billboards and counting? Well here we are, Amul's India, the revised addition is out. It is truly a labour of love. A campaign I'm proud of. A book that I cherish”.