<p>Megastar Amitabh Bachchan, who along with his films has featured in Amul hoardings umpteen times, feels such a mention in the popular campaign is a yardstick for success and an endorsement by the public.<br /><br /></p>.<p>Terming the campaign, which has been running for over 50 years, as a unique marketing device, Bachchan, 72, says “giving the brand a caricature, an emblem, a <br />finite identity and then bringing it across with humour, satire and sarcasm to reflect current affairs, has been most reflective”.<br /><br />He finds it a departure from the “straight in-your-face pronouncement of the product” and likens it to the ‘trending concept on social networking sites.According to Big B, it has a three-fold effect – the brand, the humour and the topicality.<br /><br />“For the film industry and for the films that get mention in the campaign it's free publicity a boon for all producers struggling to maximise on awareness without spending. And yes it does reflect and become a yardstick for success,” he is quoted as telling Rahul daCunha, managing director and creative head of daCunha Communications, the ad agency that creates the Amul outdoor billboards.<br /><br />“I cannot say for the others but for me when the campaign covers a film of mine I take it as an endorsement by the public of its success. It goes the same way for <br />failure also,” Bachchan says in a revised and updated edition of “Amul’s India”, brought out by HarperCollins India.<br /><br />Cunha says over the years, Bachchan “has been a favourite for writer Manish Jhaveri and myself – whether it's been his wax double at Madame Tussauds, his down-to-earth warmth on Kaun Banega Crorepati, or his colourful array of celluloid characters. The two of us truly enjoy doing Amul hoardings on the superstar – and our artist Jayant Rane caricatures him with a unique relish”.<br /><br />The new edition has also a take on the Amul campaign by Shyam Benegal. There is a special section called “Starstruck” which mentions about hoardings that featured Bollywood stars like Salman Khan, Aamir Khan, Shah Rukh Khan, Deepika Padukone and Ranbir Kapoor. <br /><br /><br /></p>
<p>Megastar Amitabh Bachchan, who along with his films has featured in Amul hoardings umpteen times, feels such a mention in the popular campaign is a yardstick for success and an endorsement by the public.<br /><br /></p>.<p>Terming the campaign, which has been running for over 50 years, as a unique marketing device, Bachchan, 72, says “giving the brand a caricature, an emblem, a <br />finite identity and then bringing it across with humour, satire and sarcasm to reflect current affairs, has been most reflective”.<br /><br />He finds it a departure from the “straight in-your-face pronouncement of the product” and likens it to the ‘trending concept on social networking sites.According to Big B, it has a three-fold effect – the brand, the humour and the topicality.<br /><br />“For the film industry and for the films that get mention in the campaign it's free publicity a boon for all producers struggling to maximise on awareness without spending. And yes it does reflect and become a yardstick for success,” he is quoted as telling Rahul daCunha, managing director and creative head of daCunha Communications, the ad agency that creates the Amul outdoor billboards.<br /><br />“I cannot say for the others but for me when the campaign covers a film of mine I take it as an endorsement by the public of its success. It goes the same way for <br />failure also,” Bachchan says in a revised and updated edition of “Amul’s India”, brought out by HarperCollins India.<br /><br />Cunha says over the years, Bachchan “has been a favourite for writer Manish Jhaveri and myself – whether it's been his wax double at Madame Tussauds, his down-to-earth warmth on Kaun Banega Crorepati, or his colourful array of celluloid characters. The two of us truly enjoy doing Amul hoardings on the superstar – and our artist Jayant Rane caricatures him with a unique relish”.<br /><br />The new edition has also a take on the Amul campaign by Shyam Benegal. There is a special section called “Starstruck” which mentions about hoardings that featured Bollywood stars like Salman Khan, Aamir Khan, Shah Rukh Khan, Deepika Padukone and Ranbir Kapoor. <br /><br /><br /></p>