choice

Thought behind the thought

Choice is the latest buzzword. Everyone seems to be talking about it. Of course, it is important to exercise your choice, in every matter concerning your self. We do have a right to act as per our wish. But isn't  it our responsibility of making the right choice, and also the responsibility to see that it does not affect someone else?. Many a times, we forget that there are other issues involved, and other people too, who probably do not get the space to exercise their choice because we have exercised ours!

About Design
'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.

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.

That was the first of the many topical ads that were in the offing. From then on Amul began playing the role of a social observer. Over the years the campaign acquired that all important Amul touch.

Here are some 'Amul Hits' that have entertained, as much as enlightened!

Sc strikes down Sec 66A ! - March'15

Proposal to revive Mumbai’s night life ! – Feb’15

Kejriwal’s landslide Delhi win !

Indo-US ties sky rocket! – Jan’15

And some archival ones too!

On Railway Minister Laloo Parasd Yadav's proposed populist Rail Budget - July'04

On Wimbledon Champions 2004: Men's Singles winner-Switzerland's Roger Federer & Women's Single winner-Russian Maria Sharapova - July'04

Controversy surrounding Adam Gilchrist accusing Sachin Tendulkar of not having a sporting attitude & being a liar, in his about to be released autobiography - Oct'08

India's nuclear strength. 1998

During the period when FSI was being misused. 1982

On compulsory sterilisation introduced during Indira Gandhi regime. 1976

Do visit the site links for more...

Credit and Source of information
http://www.amul.com/m/amul-hits?s=2015

http://www.amul.com/m/amul-topical-story