Sylvester daCunha was an Indian advertising professional and the co-founder of the advertising agency daCunha Communications. He gained widespread recognition for his work on the iconic Amul advertisements, which featured the Amul girl. As the advertising agency loses its North Star, we fondly revisit the time the Amul Girl came to life and how it reshaped the brand forever.
The Amul Girl and Sylvester daCunha
The Amul Girl and Sylvester daCunha share a significant connection as daCunha played a pivotal role in creating and popularising the iconic Amul advertisements. Sylvester daCunha, along with his team at daCunha Communications, conceptualised and executed the Amul ad campaign starting in 1966.
As the co-founder of the advertising agency, daCunha played a crucial role in shaping the creative direction of the campaign. His wit, creativity, and ability to capture the pulse of the nation were instrumental in the success of the Amul ads.
Under Sylvester daCunha’s leadership, the Amul campaign gained immense popularity and became one of the longest-running and most successful ad campaigns in India. The advertisements featuring the Amul girl became a part of Indian popular culture, eagerly awaited by people across the country.
Also Read: World Olympics Day: Indian Olympians Shine On and Off Field
To date, the Amul Girl, with her witty and satirical advertisements, has become an integral part of Indian advertising and popular culture. With every major social, political or economic shift in the country, Amul Girl makes her smart interpretation, leaving the audience in admiration and awe.
Utterly Butterly Delicious
The popular tagline Utterly Butterly Delicious which has now become synonymous with the brand was also the brainchild of Sylvester daCunha. To beat the contemporaries, daCunha wanted to target their primary consumer base, who were housewives. Therefore, he wanted something simple yet catchy that would stick with the consumers. What better than a small catchphrase which is catchy like a jingle and fun to repeat like a tongue twister?
The loss of a legend
The sad news of Sylvester daCunha passing away has shaken marketing agencies and the world alike. Many industry pioneers have come forward to express their condolences.
Jayen Mehta, Managing Director of Amul Gujarat Cooperative Milk Marketing Federation Ltd, called the passing away of daCunha a big loss to the advertising industry.
In a statement, Mehta said, “He is the man behind the Amul girl. He has been part of Amul’s advertising for six decades. Obviously, Amul owes a lot to him for the entire branding he gave to Amul and giving this Amul girl to the world and making it the world’s longest advertising campaign with a single character.”
Not only humans but the ever so bubbly Amul Girl was also shown shedding tears for her creator, who made her a loved figure in every Indian household.
Trivia around Amul and the Amul Girl
While nothing can soothe and compensate for the loss of Sylvester daCunha, knowing deep thought and the hard work behind this marketing genius can be a way to honour the legendary Sylvester daCunha.
The Amul Girl was created in 1966 by Sylvester daCunha and his team at daCunha Communications. The initial sketches were done by artist Eustace Fernandez, and the character was further developed by illustrator and cartoonist Kumar Morey.
The Amul Girl’s appearance and persona were inspired by a real-life girl, Shobha Tharoor, who is the younger sister of MP Shashi Tharoor. Shobha was the daughter of one of daCunha’s colleagues and was only 10 months old. The young girl used to wear a polka-dotted dress, which became the basis for the Amul Girl’s attire.
The first-ever Amul advertisement featuring the Amul Girl was published on January 25, 1967, in response to the increase in the price of butter. The iconic tagline accompanying the ad was “Amul: If it’s a slice of bread, it’s got to be with Amul butter.”
The Amul Girl campaign has been running continuously for over five decades, making it one of the longest-running advertising campaigns in the world. The consistent presence of the Amul Girl in the advertisements has contributed to her iconic status.
In 2013, Amul, in collaboration with daCunha Communications, obtained a trademark registration for the Amul Girl, ensuring legal protection for the character. This move reinforced the unique identity and exclusivity of Amul Girl in association with the brand.
The Amul Girl’s advertisements have not only entertained the masses but also made significant social and political commentary. The ads have addressed a wide range of topics, including cricket, Bollywood, festivals, elections, and social issues, making the Amul Girl an influential voice in Indian society. The deep success of the campaign can be credited to her relevance to date. This visionary approach was also visualised by Sylvester daCunha himself.
While the Amul campaign will continue even after Sylvester daCunha’s passing, his contributions and creative vision laid the foundation for the enduring success of the campaign. The Amul girl and Sylvester daCunha’s association remain intertwined in the history of Indian advertising, representing the ingenuity and impact of the campaign on the Indian populace.
