Its marvelous. If at all the Amul advertisements and hoarding have fascinated you and you family over the years then this is that perfect book for you. Its got the best of Amul ads and by "best", I literally mean it. Simply a visual delight. The print, cover and the overall feel of this book is superb. Its a collector's item and a must recommendation for budding artists, students and lovers of sensible and intelligent ads.

The entire brand named "Amul" is beautifully captured in this special...

Thanks to Flipkart for the prompt delivery after i pre - ordered this book. Amul's India is a Keepsake and an invaluable asset to any library. Thanks to the D'Cunha team for making this an affordable book accessible to many readers rather than going with the extravagant coffee table model. Everyone who has been entertained by the Amul moppet and its thought proving ads should own a copy of this book since it throws light on the incredible journey of the advertisement scenario, the genesis of ...

Man does not live by bread alone. He also needs Amul Butter. (does this qualify me to be a copy writer for Amul? Na!)

Lovely book. Devoured it, like I do the butter, in a single sitting.

Every day at the office, when I look out of the window, I see the latest Amul Hoarding. Eagerly watch out for the new one every week. The hoarding advertising this book really made me hungry!

So all you Amul Butter lovers grab a copy while you can.

I have keenly followed the Amul's ad hoardings for its no-nonsense and blunt presentation and also the ideas and contemporary/ current hot cake topic selections.... People with a definitive satire bone will only understand these ads........
Once I read/ heard about the book, I got desperate to possess one of these special compilations.... and to my expectation, the book didn't disappoint me a bit....Kudos to the editor's IDEA and the fineness with which the things are compiled... I read it ...

A collector's book - Amul's India reminds me of Balbharati English text books in school.

The smartass combination of Amul Adverts and contributions from different personalities make it a very interesting read! You will never find a dull moment!

Did you know owing to a change in Ad agencies, Onida's devil and the Liril Girl were phased out? Did the ad agency for Amul ever change? No! Hence, the Amul's moppet still stays and continues to bring humor into our lives.

A poem by Manish Jhaveri ...

One word. Brilliant.
A true collectors' copy. Most of us would have had no idea about the advent of GCMMF and AMUL; let alone the cute hoardings. These hoardings had captured my imagination for as log as I can remember so much so that I used to wait for a new hoarding to pop-up.
In this book, we get to "own" all the hoardings that have been on display at one time.
About the book itself; its very well laid out; with very good quality glossy pages.
One comment about the chronology in the book;...

An outstanding chronicle of one of the truly Indian brand icons that has stood the test of time and has continued to find a place of relevance amongst the populace, irrespective of generation. The book has been meticulously crafted and it's a credit to the publishers and the creators of this book that they are offering it at such an affordable price.And the fact that the profits from the sale of this book will be used to recognize deserving school students gives us one more reason to buy our ...

UTTERLY BUTTERLY DELICIOUS...


finally the proud owner of a chronicle of INDIA...flipkart took a bit of time to deliver this beauty...but it was worth the wait ...

Amul's India...


the album !!! that holds up, an image of modern india..and thus heralding its super succesful brand with it..

If you are into marketing, or just love seeing the Amul ads, this is one awesome book.

The stories really have heart in them, and the history of the Amul ads are a rich one, that probably every Indian should once read about.

Amul’s India Book shows the History of Amul Brand right from its start. Who can forget the Polka dot girl associated with Amul Brand & the famous tagline utterly buttery delicious. Even today when one sees Advertisement of Amul in Newspapers or on Televisions or in form of Hoardings one really gets attracted. Even in most of the homes the morning beginnings with Amul Milk, Amul Butter, Tea & Newspapers. Even nowadays one goes to the Provision Store and ask for Amul Products only., So overall ...