The role of nostalgia in Amul’s summer marketing

The role of nostalgia in Amul’s summer marketing

For those of us raised in India's overlooked provincial cities, where life unfolded at an unhurried pace and Kwality Walls represented the height of indulgence, life's pleasures were modest and anticipated joys few. Yet when summer's oppressive heat descended, we knew with absolute certainty that our otherwise utilitarian refrigerator would shelter at least one comfort: Amul ice cream. I recall with crystalline clarity my mother's impromptu dair…