About the book:
Chronicling the kaleidoscopic stories of India, one ad at a time, the Amul girl, with her wry wit, is both mascot and mapper of the history of contemporary India over half a century.
This edition is her third excursion into the minds of our finest writers and social commentators, most of them new contributors to the Amul’s India series. Their essays and interviews offer the most interesting angles on the freshness as well as lasting impact of the world’s longest-running outdoor advertising campaign.
The writers look at how the Amul girl has over the years covered the nation’s concerns and obsessions, especially politics, Bollywood and cricket. They marvel at how, even in these times of intolerance, the Amul girl retains her sense of innocence and fun, and continues to hold a mirror to our high hopes and troubling lows.
Amul’s India 3.0 is an archival celebration that will engage brand gurus and media pundits, as well as regular fans and admirers of Amul.
Author bio :
The book has pieces by prominent writers, public figures and the subjects of the hoardings themselves. The writers include Santosh Desai, Amitabh Bachchan, Shashi Tharoor, Jug Suraiya, Indrajit Hazra, Jai Arjun Singh, Naresh Fernandes, Agnello Dias, Arnab Goswami and Karan Johar.
