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Books > History > Amul's India (Based on 50 Years of Amul Advertising)
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Amul's India (Based on 50 Years of Amul Advertising)
Amul's India (Based on 50 Years of Amul Advertising)
Description
Back of the Book
The Amul Campaign tells the stories of 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.

The key character in this saga is the lovable little girl in polka who helped Amul Butter win over an entire nation. This book celebrates her journey through the eyes of prominent writers, public figures and the subjects of the hording themselves. It contains a series of vignetters, creating a patchwork quilt of essays snippets and Selections of classic hoarding. It offers us an inside peek into back story of the creation of the ads.

Amul’s India is a celebration that would be of enormous interest to an observer of contemporary India, be it a brand manager, a management student or a fan of Amul. Or just somebody who wants a rollicking good time.

Foreword

Amul emerged as an offshoot of the India freedom movement, to give poor farmers the best their milk by eliminating middlemen. Since then it has grow into a nation brand that is respected and trusted in every corner of the country. 'The concept Taste of india', the Amul moppet, and the consistent advertising strategy have all contributed to the Amul success story.

A daily and essential food product has to provide the consumer with the confidence that it is not only tasty and nutritious but that it is produced to the highest hygienic standards and provided at a fair and acceptable price this is the assurance that the Amul brand promises and for over fifty years we have striven continuously that the Amul brand promises and for over fifty Years we have striven continuously to honor this commitment. We have renewed this by meeting and often surpassing the customer expectations of quality value for money, choice, availability and service.

This been possible with the cooperation and combined efforts of a producer-owned and-controlled integrated system of production, procurement, processing and marketing.

This book portrays how an endearing moppet and she tongue-in-cheek humor helped a milk producers' co-operative create a 'white Revolution'. It traces how Amul evolved as a brand by commenting on the popular political and Social culture of India over the past four decades. Its topical, humorous and memorable hoardings continue to delight generations of Indians.

DaCunha Communication has been a longtime partner of Gujarat Co-operative Milk Marketing Federation (GCMMF) and is the creator of the Amul hoarding.

DY Works has partnered Amul over the year through brand creation and rejuvenation and has conceived, designed and created this book.

The book goes beyond being an ordinary anthology to being a chronicle of India through the eves of the Amul Girl The multiple contributions by prominent writers and thinkers add its richness.

Amul will continue to participate in the development of the country by using all the profits from the sale of this book to honor deserving Class X and XII students in India under the Amul Vidyashree and Amul Vidyabhushan Award Schemes.

Introduction
The Amul's campaign tells the stories of India, a hoarding at a time. The hoardings are markers to the 'popular' history of India and have been followed by fans for decades seemingly ageless this long-running campaign has captivated fans across all ages. I have been one such for almost four decades now.

One cold afternoon in early 2010, I sat in the Amul boardroom with R.S Sodhi, kishorsinh Jhala and Jayen Mehta- the senior management team at Amul- telling them why, with our twin qualifications as Amul brand partners and fans of the-most loved brand in India, we felt it was necessary for Amul to do a book. Amul hoarding, created week after week by DaCunha Associates, have captured spirit of India with beguiling charm and no malevolence for nearly fifty Years. We needed to celebrate these hoarding, which have been the most visible face of the brand for so many Years, by making a book that would pay tribute to the 'Toast of a nation.'

The most obvious thought was to put an anthology together, either sequentially- neatly classified by decades-or by subjects such as politics, Bollywood, sports etc. Our quick audit of anthologies and their owners revealed characteristic behavior -these were usually hardcover coffee-table books, expensive to be bought by the very few, and then put away, unread but brightly displayed on a prominent shelf. Very often, the unsold copies of these anthologies were highly visible on the discounted counters of bookstores and were picked up as 'gifts that are cheap but appear expensive.'

The cartoons or the columns that the anthology collates, work well when you see them appear one at a time but when they appear all at once at a time, but when they appear al at once, at once they tend to get repetitive. The iconic Amul hoarding deserved better, and an anthology was not the answer. Given the popularity of the Amul girl, we wanted the book to be accessible to a larger audience and decided to do an affordable paperback instead of a coffee table tome As for the content we wanted we wanted to create material that would be read, disussed, mulled over- rather than simply glossed over after the reader identified and chuckled over a few of his favorite hoardings.

The Amul hoarding meant different things to different people-furthermore, everyone seemed to have their favorites. It because obvious that we needed a book that captured many viewpoints. These would be vignettes creating a patchwork quilt of essays, snippets, selections and trivia-by prominent writers, celebrities and the subjects of the hoarding themselves.

Thus, we roped in Santosh Desai to write the main piece in the Book-a commentary on how Amul hoarding, by picking out the most striking events of our times, became reflective of a changing India, and why they struck such a deep and enduring chord in an entertainment starved India. Amitabh Bachchan to our compete delight, had been collecting all the Amul hoarding that featured him and was happy to be interviewed as well as write for the book. We have his viewpoint on his personal experience and on the continuity of the campaign. The other 'subjects' were Rahul Dravid Sunil Gavaskar Sania Mirza and Milind Deora and all of them graciously give us their viewpoints.

Equally of interest would be the Amul story itself and the early of the campaign. Sylvester daCunha digs into his memory and archives to give us a revealing account of the genesis and evolution of the Amul girl. Rahul daCunha, who took over the baton over twenty Years ago, has a series of observations and facts about the Amul campaign, while copywriter Manish Jhaveri taken us behind scenes into what goes into an Amul ad capturing the ideation and creation process and then the process of the hoarding actually being put up.

It was a challenging task to identify different contributors who would have an interesting perspective and be willing to write a book for which there is no remuneration (the proceeds of this book will go to the Amul Vidyashree and Amul Vidyabhushan awards given to schoolchildren who have performed well in board exams) and most of all have a strong points of view about the Amul hoarding.

Shobhaa De writes about women n the Amul hoarding, and her own theory about the role model for the Amul girl Rajdeep Sardesai pens a poignant piece about what made Amul hoarding stand out in the Bombay of his Youth; Harsha Bhogle, who gave me long and arduous through his time in England and Australia and everywhere else, makes it all worthwhile with a brilliant piece on the Amul Brand and the Cricket hoardings. Cyrus Broacha writes of his personal memories of the Amul billboards and Shyam Benegal on the making of Manthan his feature film on the dairy co- operative movement Alyque Padamsee speaks of the Amul girl a brand icon while do an analysis of the Amul brand.

The diverse viewpoints topics and tonality have all contributed to this rich tapestry and the book is eaaentially non-linear in its narrative You can read from anywhere and it will captivate You, regardless.

Contents
Forewordix
Introductionxii
The Amul Story6
From the Milkman of India 12
The 'Utterly butterly' story Sylvester Dacunha14
Amul's India22
What makes the Big B smile56
Best of Amul-Starstruck64
Iconic figures, real or imagined....86
I can't remember a day........96
Best of Amul-Scams100
It was a tremendous feeling....104
Satire is a double-edged word......108
Best of Amul-World events116
What 'The Wall' enjoyed when he was small120
Sunny bats for Amul122
Amul is an Indian brand......124
Best of Amul-Timeless Amul132
The real genius of the Amul Compaign138
The power of Two158
The anatomy of the most loved brand in India160
The anatomy of the most loved brand in India168
Blacked Out172
Amul has truly been involved.....174
The smart-assed little girl....178
So what goes into an Amul ad?192
The complex process of creativity198
The life of the dead.....206

Amul's India (Based on 50 Years of Amul Advertising)

Item Code:
NAF135
Cover:
Paperback
Edition:
2012
ISBN:
9789350291498
Language:
English
Size:
9.0 inch x 6.0 inch
Pages:
224 (Throughout Color Illustration)
Other Details:
Weight of the Book : 415 gms
Price:
$20.00   Shipping Free
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Back of the Book
The Amul Campaign tells the stories of 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.

The key character in this saga is the lovable little girl in polka who helped Amul Butter win over an entire nation. This book celebrates her journey through the eyes of prominent writers, public figures and the subjects of the hording themselves. It contains a series of vignetters, creating a patchwork quilt of essays snippets and Selections of classic hoarding. It offers us an inside peek into back story of the creation of the ads.

Amul’s India is a celebration that would be of enormous interest to an observer of contemporary India, be it a brand manager, a management student or a fan of Amul. Or just somebody who wants a rollicking good time.

Foreword

Amul emerged as an offshoot of the India freedom movement, to give poor farmers the best their milk by eliminating middlemen. Since then it has grow into a nation brand that is respected and trusted in every corner of the country. 'The concept Taste of india', the Amul moppet, and the consistent advertising strategy have all contributed to the Amul success story.

A daily and essential food product has to provide the consumer with the confidence that it is not only tasty and nutritious but that it is produced to the highest hygienic standards and provided at a fair and acceptable price this is the assurance that the Amul brand promises and for over fifty years we have striven continuously that the Amul brand promises and for over fifty Years we have striven continuously to honor this commitment. We have renewed this by meeting and often surpassing the customer expectations of quality value for money, choice, availability and service.

This been possible with the cooperation and combined efforts of a producer-owned and-controlled integrated system of production, procurement, processing and marketing.

This book portrays how an endearing moppet and she tongue-in-cheek humor helped a milk producers' co-operative create a 'white Revolution'. It traces how Amul evolved as a brand by commenting on the popular political and Social culture of India over the past four decades. Its topical, humorous and memorable hoardings continue to delight generations of Indians.

DaCunha Communication has been a longtime partner of Gujarat Co-operative Milk Marketing Federation (GCMMF) and is the creator of the Amul hoarding.

DY Works has partnered Amul over the year through brand creation and rejuvenation and has conceived, designed and created this book.

The book goes beyond being an ordinary anthology to being a chronicle of India through the eves of the Amul Girl The multiple contributions by prominent writers and thinkers add its richness.

Amul will continue to participate in the development of the country by using all the profits from the sale of this book to honor deserving Class X and XII students in India under the Amul Vidyashree and Amul Vidyabhushan Award Schemes.

Introduction
The Amul's campaign tells the stories of India, a hoarding at a time. The hoardings are markers to the 'popular' history of India and have been followed by fans for decades seemingly ageless this long-running campaign has captivated fans across all ages. I have been one such for almost four decades now.

One cold afternoon in early 2010, I sat in the Amul boardroom with R.S Sodhi, kishorsinh Jhala and Jayen Mehta- the senior management team at Amul- telling them why, with our twin qualifications as Amul brand partners and fans of the-most loved brand in India, we felt it was necessary for Amul to do a book. Amul hoarding, created week after week by DaCunha Associates, have captured spirit of India with beguiling charm and no malevolence for nearly fifty Years. We needed to celebrate these hoarding, which have been the most visible face of the brand for so many Years, by making a book that would pay tribute to the 'Toast of a nation.'

The most obvious thought was to put an anthology together, either sequentially- neatly classified by decades-or by subjects such as politics, Bollywood, sports etc. Our quick audit of anthologies and their owners revealed characteristic behavior -these were usually hardcover coffee-table books, expensive to be bought by the very few, and then put away, unread but brightly displayed on a prominent shelf. Very often, the unsold copies of these anthologies were highly visible on the discounted counters of bookstores and were picked up as 'gifts that are cheap but appear expensive.'

The cartoons or the columns that the anthology collates, work well when you see them appear one at a time but when they appear all at once at a time, but when they appear al at once, at once they tend to get repetitive. The iconic Amul hoarding deserved better, and an anthology was not the answer. Given the popularity of the Amul girl, we wanted the book to be accessible to a larger audience and decided to do an affordable paperback instead of a coffee table tome As for the content we wanted we wanted to create material that would be read, disussed, mulled over- rather than simply glossed over after the reader identified and chuckled over a few of his favorite hoardings.

The Amul hoarding meant different things to different people-furthermore, everyone seemed to have their favorites. It because obvious that we needed a book that captured many viewpoints. These would be vignettes creating a patchwork quilt of essays, snippets, selections and trivia-by prominent writers, celebrities and the subjects of the hoarding themselves.

Thus, we roped in Santosh Desai to write the main piece in the Book-a commentary on how Amul hoarding, by picking out the most striking events of our times, became reflective of a changing India, and why they struck such a deep and enduring chord in an entertainment starved India. Amitabh Bachchan to our compete delight, had been collecting all the Amul hoarding that featured him and was happy to be interviewed as well as write for the book. We have his viewpoint on his personal experience and on the continuity of the campaign. The other 'subjects' were Rahul Dravid Sunil Gavaskar Sania Mirza and Milind Deora and all of them graciously give us their viewpoints.

Equally of interest would be the Amul story itself and the early of the campaign. Sylvester daCunha digs into his memory and archives to give us a revealing account of the genesis and evolution of the Amul girl. Rahul daCunha, who took over the baton over twenty Years ago, has a series of observations and facts about the Amul campaign, while copywriter Manish Jhaveri taken us behind scenes into what goes into an Amul ad capturing the ideation and creation process and then the process of the hoarding actually being put up.

It was a challenging task to identify different contributors who would have an interesting perspective and be willing to write a book for which there is no remuneration (the proceeds of this book will go to the Amul Vidyashree and Amul Vidyabhushan awards given to schoolchildren who have performed well in board exams) and most of all have a strong points of view about the Amul hoarding.

Shobhaa De writes about women n the Amul hoarding, and her own theory about the role model for the Amul girl Rajdeep Sardesai pens a poignant piece about what made Amul hoarding stand out in the Bombay of his Youth; Harsha Bhogle, who gave me long and arduous through his time in England and Australia and everywhere else, makes it all worthwhile with a brilliant piece on the Amul Brand and the Cricket hoardings. Cyrus Broacha writes of his personal memories of the Amul billboards and Shyam Benegal on the making of Manthan his feature film on the dairy co- operative movement Alyque Padamsee speaks of the Amul girl a brand icon while do an analysis of the Amul brand.

The diverse viewpoints topics and tonality have all contributed to this rich tapestry and the book is eaaentially non-linear in its narrative You can read from anywhere and it will captivate You, regardless.

Contents
Forewordix
Introductionxii
The Amul Story6
From the Milkman of India 12
The 'Utterly butterly' story Sylvester Dacunha14
Amul's India22
What makes the Big B smile56
Best of Amul-Starstruck64
Iconic figures, real or imagined....86
I can't remember a day........96
Best of Amul-Scams100
It was a tremendous feeling....104
Satire is a double-edged word......108
Best of Amul-World events116
What 'The Wall' enjoyed when he was small120
Sunny bats for Amul122
Amul is an Indian brand......124
Best of Amul-Timeless Amul132
The real genius of the Amul Compaign138
The power of Two158
The anatomy of the most loved brand in India160
The anatomy of the most loved brand in India168
Blacked Out172
Amul has truly been involved.....174
The smart-assed little girl....178
So what goes into an Amul ad?192
The complex process of creativity198
The life of the dead.....206
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