Friday, 7 April 2017

Amul Cartoons: Blog #296

Amul Cartoons

Who doesn’t love Amul Cartoons and the polka dotted- blue haired girl? In 2017, this adorable girl is turning 50! All of us agree that the creativity behind these cartoons is beyond excellence. To keep a cartoon alive with the creativity and more importantly, the nation’s love for it intact is nothing short of  brilliance.

These cartoons; for most of us, is a brisk walk through childhood. For many from the yesteryears, these pictures will be a memoir of their youth.  For those who identify themselves as X and Y, it can be an enriching lesson in history.

The creators of this cartoon are much revered Sylvester da Cunha & Eustace Fernandez.  The enviably gifted, artistic minds who keep it alive and thriving are Rahul daCunhaManish Jhaveri and Jayant Rane.

I was doing some research around these cartoons. Apart from the obvious creative abundance, what surprised me was the fact that how we haven’t changed much as a society and as a country. Most of the popular cartoons were about corruption, sexism and communal tensions. They were true 50 years before and they continue to be so.

The cartoons must be lauded for the candour and bravery about them. There have been, are and will be - brands much larger and popular than Amul. But none of them ever takes a side on public issues. One of the brand consultants once said “Brands are like olden days Hindi film heroes/heroines. They do not see, hear or speak any evil.” Brands are pristine and more diplomatic than the weakest diplomat in the world when it comes to reacting to social issues. But Amul is a pleasant change. They have and continue to express a strong opinion. At the same time, not even an ounce of dignity is lost. It is indeed an art to put across one’s point of view without being brash and that’s something these cartoons have perfected.

Almost mirroring the nation, the cartoons can be divided into 3 popular segments – Movies, Cricket & World Affairs. There are issues other than these 3 which the cartoons have indeed addressed. But these 3 are a recurring theme. Here are some selected cartoons from over the years - a walk down the memory lane. 

World Affairs:



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