AMUL hoardings

For years Amul hoardings have reflected the flavour of the moment, utterly, butterly, deliciously Indian in theme and content. Topicality of these hoardings have rubbed off favourably on the brand, it is very "fresh" in terms of what it says and being a dairy product the advantage need not be stated. The Indian ethos of the brand has helped it immensely against MNC's like Neslte's. Amul actually stands for Anand Milk Union Ltd and is a cooperative venture. The brand is managed by GCMMF a state level federation. Institute of Rural Management Anand, of which I am an alumnus, is the recruiting ground for such cooperatives. A lot of my alumni are in key positions here and they have done us proud by making this brand a mega success. Da cunha is the agency that handles this brand and has done so for decades.