The launch of Amul’s India 3.0 by daCunha Communications

The launch of Amul’s India 3.0 by  daCunha Communications



Eminent advertising and media personalities – Santosh Desai, Indrajit Hazra, Jai Arjun Singh, and Amul’s MD, RS Sodhi – released the book, followed by an interactive discussion chaired by Rahul daCunha.

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 colourful Amul adverts, Amul’s India 3.0 is a book like no other, because of its unique take on fifty years of India’s history, the highs and lows, through the eyes of the adorable little Amul moppet, a household figure, known for her witty insights into the here and now, looking at India and the world around. Covering topical grounds and popular incidents from the contemporary context, this is the all-new, comprehensively revised and updated edition which speaks eloquently for the curious instance of when a butter brand becomes the barometer of a nation. Amul’s India 3 is an archival celebration that will engage brand gurus and media pundits, as well as regular fans and admirers of Amul.

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’s MD, 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. Eminent panellist, 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. As ad man, 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.

About Amul’s India 3.0

Chronicling the kaleidoscopic stories of India, one ad at a time, the Amul girl, with her wry wit, is both mascot and mapper of the history of contemporary India for over half a century. This edition is her third excursion into the minds of our finest writers and social commentators, many of them new contributors to the Amul’s India series. Their essays and interviews offer the most interesting angles on the freshness as well as lasting impact of the world’s longest-running outdoor advertising campaign.

The writers look at how the Amul girl has over the years covered the nation’s concerns and obsessions, specially politics, Bollywood and cricket. They marvel at how, even in these times of intolerance, the Amul girl retains her sense of innocence and fun, and continues to hold a mirror to our high hopes and troubling lows.

About the authors –

The book has pieces by prominent writers, public figures and the subjects of the hoardings themselves. The writers include – Santosh Desai, Amitabh Bachchan, Shashi Tharoor, Jug Suraiya, Indrajit Hazra, Jai Arjun Singh, Naresh Fernandes, Agnello Dias, Arnab Goswami and Karan Johar.