Thought behind the thought
'My Choice' a short film that has become a rage on social networking sites today conveys to women, the message of being control of their own lives , especially Indian women, who see their rights trampled upon in all walks of life. This film has inspired an amazing advertisement for 'Amul' that captures the spirit of the film, and adds that layer of subtle humour that 'Amul ads' have always been known for.
From the first Amul hoarding that was put up in 1967, Amul advertisements have never falied to put a smile on one's face. Their tongue in cheek commentary on social and political events has brightened up many a day.The round-eyed, chubby cheeked moppet who is the protagonist in these ads has over the years taken many 'avataars', all of them equally appealing.
It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads.In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long.
Sylvester daCunha decided it was time for a change of image.The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else.
And some archival ones too!
one of the first amul hoardings
In 1969, when the city first saw the beginning of the Hare Rama Hare Krishna movement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then the creative team working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever.
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On compulsory sterilisation introduced during Indira Gandhi regime. 1976
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