Brand of butter that told 4000 tales


Amul Ads stand as a narrative of the journey of modern India.


The year was 1946 when a small state of Gujarat in India started a movement to bring economic independence to milk farmers especially women. This movement eliminated the middle men and collected fresh milk from farmers living in desolate areas through numerous small collection centers. The milk farmers were then dispensed cash for the quality and fat content in the milk so they could get on their day-to-day lives. Dr KurienVerghese was the founder of the Gujarat Co-operative Milk Marketing Federation that now is a national brand worth US$2.4 billion. Amul was the brand that stood for the milk and the butter produced by this federation.

The greatest challenge ahead was to market the Amul butter that had been in the market for ten years. Butter was positioned as a ‘processed from purest milk under hygienic conditions’. This did some good to the brand itself building integrity but the real task was to make it communicate with India that was going through its own metamorphosis. In 1966, Sylvester DeCunha , Chairman of DeCunha Communications co-created the Amul butter campaigns giving birth to the longest running outdoor campaign. There have been 4000 hoardings so far. He coined the tagline ‘Utterly butterly delicious’ and injected new life into the old tagline ‘Purely The Best’. Instinctively he came up with a moppet a child that had an impish smile who would voice the brand. Hence was born a cute little moppet wearing the polka dot frock with a high pony tail. Hoardings were created to introduce the Amul butter for a stimulating response.

Since then Amul Ads have narrated the story of India through processions, Bollywood, political upheavals, and common wealth games taking advantage of the current situations. Some ads were controversial when London Airport Authorities had taken a decision to conduct virginity tests on Indian women who claimed they had husbands in UK. Another one in 1980’s that stirred a debate was against the diktat of the then Prime Minister of India Indira Gandhi for mass sterilization. Amul butter have now become the taste of India and the hoardings a way of life.

6 inconspicuous things jealous people do !!


You find these people everywhere. Just when you thought you had a great companion, colleague or a friend they get you with a teaspoon of a comment that hints of ‘jealousy’. No you cannot avoid them and you have to react to their comments with a feigned smile. But there is something I tell you about the curious case of ‘uncomfortable with your success’ people; seldom do they realise that people understand what they are trying to do. Sometimes they do it unknowingly that is when you have to take these people just as an entertainment value. Read on if you are around one of the below:


  1. They will subtly ‘one-up’ your story- Whether it is the new deal you got at the restaurant or the course you are taking at the university, these people will always have something better to add to that. It is beyond them to just listen to someone else’s good story, they always find a way to add their own.
  2. They don’t acknowledge you- If you have put a happy story on facebook, it is very rare that J people will not notice it. Probably they have seen it 100 times and googled your story twice. But they will behave as if they have not had the time to see your update.
  3. Disqualify your achievement-  People find excuses to settle with their own failures. Some of them belittle your achievement by saying ‘I have seen so many people doing that, it hasn’t worked for them’ !!! And boy they can give you real statistics proving that.
  4. They make you feel guilty- So think you take up a special course at that community college leaving your kid behind, the ‘J’ kinds will always mention the trade off. They will tell you how inacceptable it is for them to leave their kid around for an upgrade. They will always make you feel bad about how you are missing out on social life by just following your heart and taking up that course.
  5. They overcompensate-This is when they know that they are jealous and they try to camouflage it by being overly happy about your achievement.
  6. Give you backhanded compliments-So you bought this dress online and your friend mentions ‘Isn’t it funny that this dress looks good on you but when put it on..I look tacky”. You got the point!

Where Women Today Go Wrong!…(Cough!)


poss sella

I have had this for sometime in my files…today it must be unleashed!

For clearer reading the full transcript is below:

This is an actual extract from a sex education text book for girls, printed in the early ’60’s in the UK and explains why the world was much happier and peaceful then…!

When retiring to the bedroom, prepare yourself for bed as promptly as possible. Whilst feminine hygiene is of the utmost importance, your tired husband does not want to queue for the bathroom as he would for his train. But remember to look you best when going to bed.

Try to achieve a look that is welcoming without being obvious. If you need to apply face-cream or hair rollers wait until he is asleep as this can be shocking to a man last thing at night. When it comes to the possibility of intimate relations with your husband…

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