Written in Butter

Written by Prachi Karnik Pradhan | Updated: Jun 8 2012, 16:06pm hrs
Amul Butter advertisements have fattened our laughter muscles for years. As recently as last week, most of us would have laughed heartily while passing by Amuls Dont Hungry Me to parody Rowdy Rathores Dont Angry Me. From political fiascos, the government, cricket, Bollywood to all popular and unpopular social and cultural milestones of the country, the chubby girl in the polka-dotted dress and an upturned ponytail has taken a stand on everything. As this utterly butterly delicious kiddo turns 50 this year (without ageing even a wee bit), the company has decided to wrap these five decades of their tongue-in-cheek brand mascot in a book.

Amuls India, brought out in association with brand solutions firm DY Works, traces the Amul girls journey from the first few advertisement in 1976 to now, through the eyes of prominent writers and public figures. It includes articles written by Saurav Ganguly, Harsha Bhogle, Shobhaa De and social commentator Santosh Desai.The idea of coming out with a book was the brainchild of Alpana Parida of DY Works, who has also designed the tome. As they coursed through the record, the company found that Amitabh Bachchan has been the single most featured person in its advertisements. No surprise: he has also contributed to the book.

Amuls India (Harper Collins India, Rs 299) will be launched on June 11 at NCPAs Little Theatre in Mumbai. There will be a panel discussion on the book at India International Centre, New Delhi, on June 13.