I've met so many writers who think it's infra dig to resort to pun. It may not be a great literary device, but nothing works better in India than the good old pun. Amul is a classic example. For all you who've not yet digested the Amul work, do visit this link. It's a neat digest of the work from 1976 to 2008. What's missing is the work from 1967 to '75. Wonder why they removed it from the site. Obviously, those who maintain the site, don't care about preserving the heritage of Amul.
Posted by Anantha.