Over five decades, the Gujarat Cooperation Milk Marketing Federation (GCMMF) which owns the brand name Amul, has been presenting some memorable advertising on billboards and, in recent times, in print as well. In many ways, the Amul topicals — all created by Mumbai-based da Cunha Advertising — have come to reflect the mood of the nation. It’s Budget Day today, and like MxMIndia has done in the past, what better way to remind ourselves of speeches and proposals made by finance ministers over the years.
Here are 10 creatives, including the one released in 1991 after Dr Manmohan Singh presented his historic Budget and brought liberalisation to the country.
Ahead of current Finance Minister Arun Jaitley presenting his first Budget in 2014, after the newly-elected BJP-led NDA came to power
The UPA’s farewell Budget in 2014, presented by then Finance Minister P Chidambaram
On the Union Budget of 2013
On the Union Budget of 2012
When former Finance Minister Pranab Mukherjee presented the Budget in 2011
On the Budget incorporating the new Value Added Tax (VAT) in 2005
On the effect of increased taxes in the Budget in 2002
On Finance Minister P Chidambaram’s first balanced Budget in 1996
When former Finance Minister Dr Manmohan Singh had to do a tightrope walk for his maiden Budget in 1991
This story first appeared in dna of brands on February 29