When a butter brand becomes the barometer of a nation.

Chronicling the kaleidoscopic stories of India, one ad at a time, the Amul girl, with her wry wit, is both mascot and mapper of the history of contemporary India for over half a century. This edition is her third excursion into the minds of our finest writers and social commentators, many of them new contributors to the Amul's India series. Their essays and interviews offer the most interesting angles on the freshness as well as lasting impact of the world's longest-running outdoor advertising campaign.

The writers look at how the Amul girl has over the years covered the nation's concerns and obsessions, specially politics, Bollywood and cricket. They marvel at how, even in these times of intolerance, the Amul girl retains her sense of innocence and fun, and continues to hold a mirror to our high hopes and troubling lows.

Amul's India 3.0 is an archival celebration that will engage brand gurus and media pundits, as well as regular fans and admirers of Amul.