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Please Login or Register. Personalized Gifts Photo Prints. Find A Gift Fast. Product has been added to your cart. The book has pieces by prominent writers, public figures and the subjects of the hoardings themselves.

India's most creative partnerships: Amul & daCunha Communications

Please configure the product. Add to cart Requested quantity for this product is not available. Product quantity cannot be greater than Back Product Availability by Store Location. Select from our Express 2 day delivery range, or Next Day delivery items to most pincodes from the filters. The loveable girl was 'the Amul mascot who could speak'. And among the first things she uttered was the classic slogan: Sylvester and team then took the Amul girl 'out in the open'. She was put up on a hoarding at the Babulnath traffic signal in Marine Lines, Mumbai, for which then, the budget was Rs two lakhs.

But Amul broke that myth.

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It was a subtle laugh. Rahul daCunha and later Manish Jhaveri who writes the copy for the hoardings spoke of how the brand has evolved and 'devolved'. He marvelled at the Amul campaign and how it was sustained without being diminished for over five decades.

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According to Harsha Bhogle, cricket commentator and scribe, the word that epitomised the Amul girl was 'consistency'. And the ability to take 'a little dig which was never hurtful, never cruel'. He said it was perhaps the best in the world, one that enabled Amul to steal a march over its then rival, Polsons. India has become a more sceptical country, which is good, and Indians a more cynical people, which is sad.

India's most creative partnerships: Amul & daCunha Communications

How Amul has craftily portrayed current affairs through the decades through the moppet and it's utterly butterly slogans. May 19, Ravinder rated it really liked it Shelves: Interesting compilation of articles and old adverts. Sep 28, Riti rated it it was amazing. The amul Girls is a chronicler of our times, meaning she is the ever changing yet never changing girl who grows with the times, immortalizing our history in the most adorable fashion possible. One who wishes to know about how India has moved over the years, what incidents have shaped the news of the world, and thereby India's happenings, one just has to go through the Amul campaigns every week.

29: Insights into English theatre with Rahul Da Cunha

The daCunhas have indeed captured the Indian diaspora and its spirit with no malic and a lot of hard hit The amul Girls is a chronicler of our times, meaning she is the ever changing yet never changing girl who grows with the times, immortalizing our history in the most adorable fashion possible. The daCunhas have indeed captured the Indian diaspora and its spirit with no malic and a lot of hard hitting truths.


  • John Gills Exposition on the Entire Bible-Book of Song of Solomon;
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This book explores through articles from various personalities, the evolution of the Amul hoardings over the years. Mar 06, Varun Rajwade rated it really liked it. Great compilation of various Amul ads.


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Fantastic wit and cute illustrations. Pamela rated it really liked it Oct 24, Aug 25, Chhama rated it liked it. Prabhat rated it it was amazing Jun 21, Amitpal Singh rated it liked it May 14, Srikanth D rated it it was amazing Jun 29, Vinay rated it it was amazing Nov 08, Poulomi Biswas rated it really liked it Dec 08, Manasi Soman rated it it was amazing Jan 27, Sujata Ravi rated it it was amazing Jul 19, Nishant Gupta rated it it was amazing Oct 31, Khushboo rated it it was amazing Aug 11, Saurabh rated it it was amazing Sep 11, Chirag Chandak rated it really liked it Oct 13, Akhil rated it it was amazing Aug 18, Utsav rated it it was amazing Jun 06, Jay Samal rated it liked it Mar 12, Akash rated it it was amazing Sep 24, Priya rated it really liked it Aug 08, Avishek Dasgupta rated it really liked it Jun 25, There are no discussion topics on this book yet.

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