Spotlight | A funny spread

Rahul daCunha of daCunha Communications Pvt. Ltd, which brings out the Amul ads, picks his five favourite ads over the years. DaCunha Communications has just released Amul’s India, Based on 50 Years of Amul Advertising.

Kolkartoon

This hoarding referred to Mamata Banerjee’s absurd autocratic banning of a cartoon in Kolkata. It was particularly funny because our business is also cartoons, and the pleasure we get lampooning politicians.

Victoria terminated

In 1996, our premier railway station was renamed. So Victoria Terminus became Victoria Terminated. I love the play on words on this one, and the subject of renaming institutions was dear to every Bombayite’s (not Mumbaikar’s) heart.

Pow bhajji

During the Indian Premier League Season 1, bowler Harbhajan Singh, aka Bhajji, slapped the annoying bowler Sreesanth. What was clever with the pun POW BHAJJI is that it refers to both Bhajji’s slap and the food, pao bhaji (it’s always fun when the pun is butter-related).

Brad butter

Brangelina came to town and rode around in a rickshaw. Once again the double play on Brad Pitt’s name and “bread butter” is quite skilful.

Joota kahin ka

Bush-bashing was a favourite Amul pastime. And to have a shoe thrown at the ex-US Prezzie was priceless Amul fodder (the fact that we also got to call him a liar was a bonus).

Rahul daCunha is creative head, daCunha Communications.

Amul’s India, Based on 50 Years of Amul Advertising by daCunha Communications, Collins Business, Rs299.

feedback@livemint.com