The doodh doodh ad made me write this piece. Amul aka Anand Milk Union Limited, a co-operative which boasts of more than 2 million milk producers under its wing, is probably the biggest organization of its kind. Amul’s products have been iconic even since its inception. Amul’s brand name is every marketers dream, replacing the primary commodity (butter ) in some cases. People don’t ask for butter they ask for amul butter.
Amuls doodle’s on the back of their cover’s is also one of the most symbolic contributions to the culture of the times. Most of their covers depict a current event and a subtle but buttery take on it. Here’s one of the earliest ones, followed by one of the latest ones
Doodle on compulsory sterilisation introduced during Indira Gandhi regime.
You can find the entire collection of these doodles here
Amul butters latest doodle
Anyway, Amul’s brand name is near legend and its worth treasuring these pieces of cultural heritage. Things which I grew up(big) on. Here is one of the earliest ads followed by one that was aired sometime in the 90’s.