Amul’s India 3.0 : Based on 50 years of Amul Advertising

by Various

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 over half a century.
This edition is her third excursion into the minds of our finest writers and social commentators, most 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, especially 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.
Amul’s India 3.0 is an archival celebration that will engage brand gurus and media pundits, as well as regular fans and admirers of Amul.

232 pages, Paperback

Published December 5, 2016

About the author

Various is the correct author for any book with multiple unknown authors, and is acceptable for books with multiple known authors, especially if not all are known or the list is very long (over 50).

If an editor is known, however, Various is not necessary. List the name of the editor as the primary author (with role "editor"). Contributing authors' names follow it.

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Reviews

[Amit Tiwary · Rating 5 out of 5]

This is a beautifully crafted book. Another way to look and connect with contemporary changes and events. Kudos to the great team for great content, illustrations, and the feel of the pulse of nation.
A must have book.

[Vinayak Hegde · Rating 4 out of 5]

A beautiful book that documents the story of the Amul topicals and Amul advertising though the eyes of varied personalities such as Amitabh Bachchan, Sachin Tendulkar, Shashi Tharoor and Arnab Goswami. The book layout is crafted very well for the topic. The book traces the history of post-independence India and popular culture (Bollywood, Cricket, current affairs amongst others) through the eyes of the Amul girl.

What makes the team that writes and illustrates the topical tick ? How did it come into being ? Why is it still going strong after all these years (almost 5 decades) in the fickle world of advertising. The book answers all these questions and more. A very good read.

[Ryan · Rating 4 out of 5]

An enjoyable set of essays about the Amul butter girl, a decades-running advertising campaign that captures the pulse of India in a funny cartoon with English, Hindi, and Hinglish puns about current events. I only wish the authors had included more older cartoons.

[Malhar Lakdawala · Rating 3 out of 5]

I thought it would help me in getting more insights about the brand, but this book is more towards jourey of ads, from consumer point of view