#indianadvertising

[madscientist008]

The story of Sylvester daCunha and the Amul Girl campaign

Sylvester daCunha, the legendary advertising guru and the mind behind the Amul Girl campaign, passed away on uesday night in Mumbai at the age of 801. He was the co-creator of the Amul Girl, a mischievous girl with blue hair and a polka-dotted dress, who has been commenting on current affairs and social issues since 1966.

DaCunha came up with the idea of the Amul Girl when he was a manager at the advertising agency ASP. He got the project to reposition the Amul brand, a dairy co-operative based in Gujarat, and decided to create a mascot that would resonate with women and girls. He also coined the slogan “Utterly Butterly Delicious” for Amul butter, which became one of the most memorable catchphrases in Indian advertising history.

The Amul Girl campaign is one of the longest continuously running advertising campaigns in the world. It has featured over 5,000 topical ads that have offered a tongue-in-cheek take on almost every significant event in India - be it a political scam, a sporting achievement, a movie release, or a celebrity controversy. The ads are witty, humorous, and sometimes controversial, but always relevant and engaging.

Some of the most popular Amul ads over the years include:

“Have with Covfefe or Tvea?” (June 2017): On then-US President Donald Trump’s viral ‘Covfefe’ tweet.

“Embracing ya embarassing?” (July 2018): When Rahul Gandhi went up to prime minister Narendra Modi and ‘hugged’ him in the Lok Sabha.

“NEERAJ ON THE THROWN!” (August 2021): At Tokyo Olympics, Neeraj Chopra becomes India’s second-ever individual gold medallist in Olympic history.

“Monumental occasion!” (August 2020): When PM Narendra Modi laid the foundation stone of the Ram Temple in Ayodhya.

“Dress Videsh?” (May 2017): When Priyanka Chopra’s debut appearance at that year’s Met Gala (more specifically, her dress) made headlines.

“Kiss kis par case!” (April 2007): When Richard Gere came to India, and during an event in Delhi, ended up kissing Shilpa Shetty.

The Amul Girl has become an important part of India’s cultural and social landscape. She has been a voice of satire, sarcasm, and wit for generations of Indians. She has also been a symbol of empowerment, freedom, and creativity for women and girls.

Sylvester daCunha was the man who gave birth to this iconic character. He was a visionary who understood the pulse of the nation and created a brand that is loved by millions. He was a legend of Indian advertising world who will be remembered for his genius and legacy.

Rest in peace, Sylvester daCunha. You will be missed by all who love the Amul Girl.

[wajendhar]

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