INDIAN ARCHIVES

BY ARAVIND S & RAHUL BISWAS

Amul Butter has evolved over the years into more than simply a lardy ingredient trademark and has come to represent national pop culture The creation of the Amul girl in 1966 by advertising executive Sylvester da Cunha and creative director Eustace Fernandez helped establish Amul as a cultural symbol. The mascot appeared in practically all of the company's billboard advertisements and was part of a tremendously successful campaign that used puns and wordplay to include the brand in virtually every significant event in the nation's life moving forward

Brands are like people. They grow old. Some wither and die. Some barely manage to stay alive, and others achieve near immortality. What is it about some brands that can keep them going for hundreds of years while others fade away?

Through marketing and advertising, brands attempt to counteract the effects of ageing on a regular basis But archetypal old brands have something magical about them

They are brands that satisfy, typify, and unite all the individuals of one large social tribe. But when brands get old, marketers worry. Their first instinct is to figure out how to make the brand younger.

We look at some of the Indian brands that have been patronized by generations of Indians because they are simply unforgettable.

Rewind 22: The year 2022 was no different for AMUL; their campaigns covered a variety of events, including the football world cup, Elon Musk's acquisition of Twitter, Will Smith slapping Chris Rock at the Oscars, and Rishi Sunak's election as prime minister of the United Kingdom, to name a few.