Amul's India is back...

With celebrity contributing writers including the likes of Amitabh Bachchan, Shashi Tharoor, Jug Suraiya, Indrajit Hazra, Jai Arjun Singh, Santosh Desai, Naresh Fernandes, Agnello Dias, Arnab Goswami and Karan Johar, and colourful Amul adverts, Amul's India 3.0 was launched on Monday, December 26 in New Delhi.

The book is a unique take on fifty years of India's history - the highs and lows - through the eyes of the adorable little Amul moppet known for her witty insights into the here and now, looking at India and the world around.

Covering popular incidents from the contemporary context, this is the new, comprehensively revised and updated edition which speaks for the curious case of a butter brand becoming the barometer of a nation. 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.

Speaking on the launch, Amul India's MD, RS Sodhi said that while they don't have big advertising budgets, the creativity of the campaign has carried it through for so long, and when he is travelling and interacting with people, he often realises that it's not the butter that people recognise the brand for, immediately, but the Amul girl campaign.

"As a mascot, the Amul girl, belongs to all who have grown up with her around, and is the spokesperson of the times," added Santosh Desai.

During the panel discussion - 'Amul Girl Ko Gussa Kyun Nahin Aata Hai?' - preceding the launch, there were insights and observations shared about the iconic moppet, her relevance in contemporary times, larger role in the society, and her continuing resonance among other aspects.

Their essays and interviews in Amul's India 3.0 offer interesting takes on the freshness as well as lasting impact of the world's longest-running outdoor advertising campaign.