Utterly, Butterly, Delicious Amul. Which Indian hasn’t heard this punch line. A co-operative movement started by milkmen in Gujarat has today spawned a monolith that is run by 26 lakh (2.6 million) milk producers. Amul, today has a yearly turnover of more than a billion USD. The girl with big round eyes, polka dot skirt and a pony tail with a small ribbon has never changed for more than 60 years. In fact the ads have entered the Guinness Book of World Records for being the longest running campaign ever.
Quite fittingly, Amul has been declared Asia’s leading brand. Cheese, Butter, Milk, Sweets, Ghee, Curd, Ice Cream, Chocolate, Confectionery, Milk drink, Health beverage. You name it, Amul has it.