Utterly Butterly Delicious!

I saw a link on Google News to Amul's latest ad and it triggered a memory.

When we were in school, we would drive past an Amul hoarding everyday. The hoarding was at one of the then busiest intersections of the city. Everyone crossing from Secunderbad to Banjara Hills area stopped here and at least everyone we knew looked forward to passing by so that they could see Amul's latest ad. Usually quirky, quippy, and funny, their hoarding was a point of discussion in the first 5 minutes of office-hours and kitty parties alike.

After I saw the Aaja Munchle Ad, I realised that Amul must have [hopefully] archived all their old designs on a website. and I did find the fantastic archive on their website.

I clicked into the late-80s to see if I would recognize any and I did (albeit only a few). I even remember bits and pieces of conversation with Dad as he drove us each morning. As an "ignorant" child who refused to read the news, I'd ask him about a million questions when I didn't understand the catchphrase and he'd give me an update on what's been happening in the world.

Unfortunately, when the Municipal Corp. cleaned up the city and brought down all the hoardings on the streets, it's people lost one of their daily routines. Amul had a daily presence in our lives and till this day everyone at home prefers it over other butters. That's a brand well-built, I would say.