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Amul's India 3.0 Launched

The book is based on 50 years of Amul advertising and captures the remarkable journey of the brand through the eyes of prominent writers and public figures

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The utterly butterly delicious Amul girl, both mascot and mapper of the history of contemporary India, is back with 'Amul's India 3.0', chronicling the kaleidoscopic stories of India. It's a timeless saga of the longest running campaign that has captivated Indians of all ages.

'Amul's India 3.0' is based on 50 years of Amul advertising and captures the remarkable journey of the brand through the eyes of prominent writers, public figures and celebrity writers like Amitabh Bachchan, Shashi Tharoor, Jug Suraiya, Indrajit Hazra, Jai Arjun Singh, Santosh Desai, Naresh Fernandes, Agnello Dias, Arnab Goswami and Karan Johar, along with colourful Amul adverts.

Covering topical grounds and popular incidents from the contemporary context, this is the all-new, comprehensively revised and updated edition which speaks eloquently for the curious instance of when a butter brand becomes the barometer of a nation.

As part of the panel discussion, Amul India's MD, RS Sodhi, said, "People identify our brand with the Amul girl and not the product."

Eminent panelist, Santosh Desai, added, "Amul girl is the spokesperson of the times".

Rahul daCunha of daCunha Communications wondered whether the Amul Girl needs to change; Delhi-based writer Jai Arjun Singh feels, "The Amul girl is an anchoring figure that provides the much-needed familiarity, to make sense of the information overload of our times."


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