PRESENTED BY …

PRATIKSHA GHUGE-9BHAGYASHREE LAD-16JEEVITHA REDDY -25NAINA SHARMA -31

AMUL’S INDIA

INTRODUCTION

The amul campaign tells the stories of india.

Amul as a big brand to introduce a book. Book to be accessible to a larger audience. Hoardings followed by fans for decades.

The Amul story Started in on 1946 to bring economic

freedom to farmers. Cash payments are made on the fat content

in the milk. Social empowerment of women. First time national institution located in

obscure village.

The Amul’s model

Establishes direct linkage between

milk producers and consumer. Eliminates middleman. Milk producers control procurement,

procesing and marketing

The ‘utterly butterly’ story by sylvester dacunha

In 1966 advertisement for amul product was assigned.

Start then need a tag line. The tagline was suggested by sylvester’s

wife. “utterly butterly delicious” was coined as

tagline.

• The portrayal of Politian as villain begin to emerge, with other scandals.

• Growing power of television, miss world, and economic reforms.

• Major films got their own billboard, hoarding referring to attack on women, the impact of flyovers, the 2G sandal.

• Billboards covers beginning of liberalization, operation dessert storm,

• ramayana, mandal commision

• international affairs, change in political discourse

• Hoardings captured economic reforms

• minor events like Jimmy Carter’s visit

• 1st test tube baby, and controversial virginity test. 1970’s

to mid 1980 1985 to

1990’sPost 1991

After 2000

Amul’s india

1970s to 1980

1985 to 1990

Post 1991

After 2000

Starstruck – Actors in amul hoardings

Scams

Amul always managed to see light hearted side of scandals.

World events

International events held great fascination for Amul hoardings.

The complex process of creativity

The subject of hoarding is decided.

The sketches are refined and hand colored

A new hoarding must is delivered to media.

The artwork is delivered digitally

120 hoardings are produced one in every 3 days.

Conclusion

Amul’s India comes across as an outstanding, refreshing and non linear narrative that promises to appeal to people of different age groups with diverse interests.

It contains humor reflected by way of its advertisements but does not undermine the seriousness of various issues. It’s a book that can be enjoyed over time without losing its flavor.

Tribute from Amul.

Thank you.