#2016reading- 'Amul's India'

Look at this gem I found in the library. 

And No, I really don't want to return it.  

If you have always wondered who was behind those totally cute Amul adverts that gloriously captured (and continues to)  the mood of the Indian moment...let me happily lead you to this...

'The Amul campaign  tells the stories of India, a hoarding at a time..... Timeless and ageless, this long running campaign has captivated Indians of all ages'.

I'm so glad this is not a coffee table book, like they initially intended to make it. Because, I think this is a book, one should be able to carry around, you know, like a Calvin and Hobbes... that is fun and meaningful. Its one of those books that you can flip to any page and still be delighted.   

Every time, I read an Amul ad, I chuckle and I have always wondered who is the smart ass behind this. Brave and bold and to the point. And in the cutest way possible (What a super way to cushion any offense!). 

I love how the book gives you the whole story of how this little  girl came about and the brilliant campaign idea that has really made Amul stand out. It even has writers, actors and other prominent personalities sharing their experience and joy about being Amul subjects and otherwise. 
 

Apparently Big B has collected all the ads in which he is a subject

Some behind the scenes

This book is a keeper! 


Would be every interesting to see a film or documentary on this.