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‘Amul’s India’ book launched in Mumbai

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Gujarat Cooperation Milk Marketing Federation (GCMMF), the largest producer of milk in India under the brand name Amul, has announced the launch of ‘Amul’s India’ book at an event in Mumbai.

Amul defends TV commercial; accuses HUL of resorting to frighten
He further said HUL had dragged Amul to Advertising Standard Council of India (ASCI) last year objecting to the latter's move to distribute pamphlets on the same issue, but the ASCI ruled in its favour

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 , Alyque Padamsee, Harsha Bhogle, Rahul daCunha, , Rajdeep Sardesai, , , Siddharth Kak, Shobha De, Shyam Benegal, 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 , 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).

Speaking on the occasion, R S Sodhi, Managing Director, (GCMMF) said, “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 has played a very pivotal role in the growth of brand Amul and we shall endeavor to continue our efforts.”

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.”