...the way it went for 20, the AMUL way..

"Utterly, Butterly, Delicious - AMUL"

I still love, but can't dollop down the silky, creamy, and aahh!!-just-so-perfectly salty, Yellow-as-a-Daisy Amul Butter.. and why not?? Ever since we had started watching TV and understand what makes us buy things, I can acknowledge the sincere efforts of ASP and AMUL.. They so effortlessly strike a cord in a mother's, father's, a little girl's or a family's heart that it is almost impossible to take them out or replace.. AMUL might not be the best in Dairy Product category but the Butter has been the same since 41 years.. This consistency and the simplicity of presentation is just incomparable..

For the AMUL Branding story, read here, here and here

This post is a Journey AMUL traveled from 1976 to 1996... 20 years of History, Indian and World, with a Pun and a Pinch of Salt (No Pun Intended...)...!!!

1976: When helmets were made compulsory in Bombay.
1977: Maintenance of Internal Security Act introduced during emergency. read more1977: On compulsory sterilization introduced during Indira Gandhi regime. I sincerely wish it worked at that time, sigh!! read more
1979: Indian Railways introduces cushioned chairs in the first class compartments. read more
1980: Kramer Vs Kramer. AMUL also touched Hollywood with including the Oscar winning movie by Robert Benton which is about the of a young boy and his separated parents.
1981: An English girl married a Calcutta rickshaw-wala.1983: Sunil Gavaskar's century against West Indies in Delhi. read more
1983: Sunil Gavaskar's quick century in succession... he he he!!.
1986: The Bofors issue. Consider the Resemblance!! Know More
1987: Viv Richards refused entry into a city club for not adhering to the dress code. (tried finding the news article. could not... )
1988: The end of the cold war between America and Russia. here its explained
1990: Suspected anti socials arrested under TADA Details1991: A comment on the controversial MR Coffee advertisement Revealing NEWS
1991: India win the Kabbadi gold medal at the Asian games atleast somewhere
1991: Reservation policies for the OBC's (ie. Other Backward Communities) more
1992: Pay through your nose - via your mouth! Telecons exceeding 3 minutes are to be charged extra. Story and now its a nuisance!!!1992: The satellite invasion begins in Indian homes. Presenting..
1993: MTV introduces its first Hinglish programme featuring Indians in Indian music videos and songs. Listen!!
1993: Railways begin exclusive train service for working women in Bombay. well,the facts said it started in 1992... may be the ad came later 1994: A spoof on the lie - detector used to acquire confessions from those suspected to be involved in the stock market scam. Info1994: Following in the footsteps of Sushmita Sen, Miss Universe, hazel-eyed, Indian beauty Aishwarya Rai wins the Miss World title.1995: Naam Gumm Jayega.. Bombay to Mumbai1995: The above hoarding was blackened out by the Election Commissioner's office. This was AMUL's response. Could not find the context!! i think its the Cadbury contraversary!!1996: On Leander Paes's bronze medal and the Hockey team's dismal display at the Olympics. more

The ButterGirl has essentially remained unchanged with time, except for minor tweaks, here and there..

Certainly gone Fairer, ahem!! (albeit only a couple of shades though, no work of a miracle cream but just the change in the ink over the gradual time..)
The Hair Mop has extended just to reach the eyebrows giving a fuller look. May be a style tip by Mr. Habib...
The Polka dots have gone bigger to smaller, and denser with much chic appearance...

Kudos to maintaining the ever-green look... Happy 42 years!!! LOVELY!!

All Images Source