Skip to main content

Amul: Written in Butter


The Amul Butter campaign with its cute moppet has aroused interest since the last 5 decades. Amuls India, published by HarperCollins, is the celebration of the 50th anniversary of the popular advertising campaign of Amul butter. The butter has a strong symbolic connotation in the Indian world, represents the purest you get from the milk of the cow, sacred to Hindus. Posted on billboards in major cities Amul captures the essence of the nation through advertising that allows us to reconstruct the history of the country, to relieve the crisis and joys, follow the evolution of the company that has grown through, nose up, under the billboards.

The DY Works historical brand strategy and design firm in collaboration with the DaCunha Communication advertising agency that follows the campaign of Amul butter from day one with Amul's India have created an avatar of paper bills, another incarnation of the concept founding of the dairy cooperative that has revolutionized the dairy industry in the early decades of independent India.

Such as butter and as the icon of the campaign, the girl with a bow in her hair and dress with red dots, the book will be accessible to all, not an expensive hardcover edition, but an economic one that does not sacrifice the attention graphics. Like the slogan, always present and often humorously irreverent, the contents are different: interventions that tell the story of Amul and an interview with his patron Dr.V. Kurien . Comments of writers and commentators who lead the analysis of the news of the country reflected through the posters.

Memories and Reflections on the advertising campaign. Readings of billboards from the female perspective and that of the sport. Food for Shyam Benegal who has worked for Amul and has also directed a film of '76, Manthan , produced by 500 farmers of Gujarat protagonists of the revolution Biancha. Words of some of the characters portrayed in the posters from the legendary film actor Amitabh Bachchan at the tennis champion Sania Mirza.

And of course they, the most significant billboards. Some divided by topics from Bollywood scandals, international events, others who follow the narrative thread of employees. All accompanied by captions that make the joke of the billboard, made ​​in Hinglish mixture of English and Hindi and linked to contemporary events, understandable even to those who do not live in India and do not know in depth the reality.

Indians to have this book between the hands is to take a dip in the nostalgic memory, return your minds back to the days when you learned to read, traces the stages of its history. For everyone else it is a fun and beautiful key to understanding the history, society and the aesthetic taste of India.

Employees of this project did not receive any compensation and profits from sales will be distributed as scholarships the purity of butter remains intact. If you are intrigued, you can follow the campaign posters of Amul baby on facebook.

Comments

Popular posts from this blog

Egg Curry Recipe

Egg curry in India is known as Anda Curry that is a very simple recipe and is very popular with children. Perfect for lovers of hardboiled eggs, the spicy curry enhances the flavor. In this dish, the hard-boiled eggs are stir fried and then added to a sauce. It is served over steamed rice in India. Eggs can be added to any type of sauce you like. In this instructable I have shown how to make it with peas and tomato sauce.

This week I propose a curry eggs, a dish I wanted to replicate for some time after I had tasted the homemade version prepared by a friend. When I announced that dinner was planned with a curry of eggs it unexpectedly cause generalized reactions of astonishment. And so I realized that it has taken for granted that everyone to know that there are several varieties of curry, not only as regards the main ingredient, but also for the combination of spices and flavor to be obtained. So I decided to make a brief discussion on the curry to have some clarity on the subject.

An Italian Meal with my friend at Da Mauro

As I walked down the street, distracted by my thoughts and my memories, the smell from a nearby pizza shop invaded my senses and immediately my mind was transported to a recent visit to an expat friend's house. My friend, John lives in Central Park Resorts at the heart of Gurgaon. I'm not a huge fan of Gurgaon given the dusty roads, pollution, bad traffic and civic sense, but Central Park Resorts is another world in itself - an ample green environment with the usual facilities like amphitheatre, gym, spa, kids play area etc. But two things really caught my eye - the town-ship is automobile free and golf buggies are used to commute on surface. That sounds downright futuristic and something only the millionaires could afford, right? But there it was, right in front of my eyes in Gurgaon! Well, the future is really here I guess.

But what really got to me is the second thing - something situated inside the Central Park Resorts township. Read on:

As John and I planned to discuss t…

Mysore Pak Recipe

The Mysore Pak is an Indian dessert originating in the state of Karnataka in southern India, but it is widely consumed throughout peninsular India and especially Tamil Nadu, Andhra Pradesh and Kerala. There are 2 ways to prepare it, soft or more solid, with generous amounts of melted butter or ghee, chickpea flour and sugar. Of course people prepare these delicacies especially for the feast of Diwali, the festival of lights.

The mysore pak was originally known as masoor pak, and was made with masoor dal flour. The exact origin of the recipe is unknown, although some claim that it was created in or near the Mysore Palace by a cook raised in the Kakasura Madappa. Its history dates back to, probably sometime in the 17th or 18th century Mysore, where during the reign of King Krishna Raja Wadiyar IV, the recipe was invented in the kitchens of the palace by the chef Kakasura Madappa. Having no idea for his creation, Madappa decided to call the recipe Mysore Pak, which means in Sanskrit and…