Vi segnalo la recensione del saggio Amul's India, firmata da Anwesha Mittra e pubblicata oggi da The Times of India. Nel subcontinente il burro Amul è da cinquant'anni un'istituzione. Le campagne promozionali commissionate dall'azienda sono rimaste praticamente invariate nella concezione, ma con uno slogan nuovo (e una vignetta nuova) quasi ogni settimana. In modo arguto e colorato commentano qualsiasi argomento, dalla politica alla cronaca all'intrattenimento. Un fenomeno pubblicitario forse più unico che raro. Il volume include anche un contributo di Amitabh Bachchan.
'Amul’s little moppet in a red polka dotted dress and a blue ponytail delivered on a regular basis a humorous take on everything that bothered us, everything we thought deserved a repartee. Like a true spokesperson of the masses, she rose to every occasion, be it a cricketing double century, scandals surrounding politicians, to controversial diplomatic policies, with an infallible gut and a tongue-in-cheek attitude. And in the process made Brand Amul synonymous with honesty, purity and subtlety.
Since her birth in the 60s, (...) she has remained an icon of sorts in the advertising world, surviving odds of the trade and yet being steadfastly consistent. Our impish little Amul girl today not only looks the same, but retains that crispy cheekiness with which she pranced into out hearts the first time and said naively, “Give us this day our daily bread: with Amul butter.” As a deserving tribute to Amul’s journey across five decades and a massive advertising success on its back, the book Amul’s India is an attempt to deconstruct the brand, the little things that went into making a heroic success of the Amul girl, sentiments of its makers, and of those who loved to pass by an Amul hoarding each time. Like a celebration of the memorable Amul hoardings, the book in a non-linear pattern chronicles decades of having fun with subjects such as politics, Bollywood, sports and personalities among others. (...)
The journey was of course not a seamless one as the brand landed up in a couple of legal wrangles only to emerge unfazed and stronger than ever. (...) But there were those like painter M.F. Husain who loved Amul’s ‘Heroin Addiction - Fida on you’ that had the barefoot artist paint Bollywood diva Madhuri Dixit, and requested for a personal copy for his studio. (...)
Amul’s India is another interesting way to get different perspectives on popular ads that formed an inexplicable part of our growing up years. (...) Amul through various hoardings over a period has mocked at men, celebrated female achievements or at least brought them to the fore, and depicted the rapidly changing status of women. (...) Some popular brands lost out to competition in a desperate bid to change their mascot. Time and again companies attempted to reposition themselves, but Amul never did. It didn’t have to, nor does it need to, for we prefer its unvarnished views of India in that ‘utterly butterly delicious’ manner'.
