Gujarat Co-operative Milk Marketing Federation Ltd

A compact, beautifully designed, non-expensive coffee-table book. I am glad this is the last book I read in 2012.

It traces 50 years of Amul advertising through outdoor hoardings, designed by advertising agency DaCunha communications. It traces the birth of the Amul slogan, how the Amul girl came about it be (first drawn and dreamt up by Eustace Fernandez) and various subjects it has covered over the years with wit, irreverence and no malice. Amul ads unintentionally became chronicler of times, as various events and people were covered by ads. It is an anthology selected by different people who have been associated with the brand in some way of other - Cyrus Broacha (once a copyrighter with DaCunha), Rahul Dravid, Big B, Harsha Bhogle, Sunil Gavaskar, Sylvester and Rahul DaCunha, Shobha De, Sania Mirza (all associated by being featured on Amul ads)and so on.

Only small complaint, I wanted to see more Amul hoardings in the book. I was quite unsatiated and was left wanting for more.

This book should be bought not only because of its merit but also since the proceeds of the book will be used to honor Class X students.… (more)