Launched at NCPA's Little Theatre in Mumbai, the book also includes articles written by prominent personalities like Amitabh Bachchan, Saurav Ganguly, Harsha Bhogle, Shobhaa De and social commentator Santosh Desai, among others. The coffee table book will be available at all leading book stores across India. A panel discussion on the book was held at India International Centre, New Delhi, on June 13.

Voted the ‘Most Trusted Brand in the Food and Beverages' sector by The Brand Trust Report 2011, Amul kick started its brand building operations way back in 1966 with Sylvester da Cunha, then Managing Director of the advertising agency, Advertising and Sales Promotion (ASP), to design a new campaign for Amul butter. The campaign was widely popular and earned a Guinness World Record for the longest running ad campaign in the world.

Since 1967, Amul products' mascot has been the very recognisable Amul baby or Amul girl, created by Eustace Fernandes and Sylvester da Cunha, showing up on hoardings and product wrappers with the tagline ‘Utterly, Butterly Delicious Amul'.

Commenting on the release of the coffee table, RS Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul), said: "The Amul brand has become iconic due to its advertising campaigns, primarily on hoardings, in the last five decades. Hence, we thought of bringing out this book which not only has compilation of 200+ evergreen topical ads but also commentary on the same from leading celebrities, authors, ad men and like to give the readers a unique perspective - both as a medium and the message."

Commenting on the compilation of Amul ads, Alpana Parida, President, DY Works, the brand design company that designed the book, said: "The Amul ads have been ‘live' and still bring smiles to people's faces. We wanted to create a ‘living' collection - which pushed the reader to engage and analyse rather than ‘collect'. The idea was to invite writers, social commentators, ad men and of course, the ‘victims' of the hoardings themselves - to bring forth their unique viewpoint. Harsha Bhogale has written about cricket and the Amul hoardings, Santosh Desai on a changing India and Amitabh Bachchan on his personal recollection of being an Amul subject."