For over seven decades, Amul has established itself as a dominant player in the Indian pasteurised milk and butter market. Its success story, however, took a significant turn when Sylvester daCunha, an advertising veteran, joined the brand in 1966. With his innovative ideas and creative prowess, daCunha transformed Amul’s advertising strategy and introduced a mascot that would revolutionise its brand image – the beloved Amul Girl. In this blog, we pay tribute to Sylvester daCunha’s contributions and explore some of the most memorable moments featuring the Amul Girl.
When Sylvester daCunha conceptualised the Amul Girl, he gave the brand a character that would capture the attention and hearts of the Indian audience. Sporting blue hair and holding a slice of buttered toast, the Amul Girl quickly became synonymous with the brand. Her witty and thought-provoking messages conveyed through outdoor advertising campaigns struck a chord with people from all walks of life.
Sylvester daCunha’s first significant achievement with Amul was the creation of a long-standing advertising campaign that addressed everyday issues faced by society. This campaign, featuring the Amul Girl, holds a prestigious Guinness World Record for being the longest-running ad campaign in the world. Through its consistent and engaging messaging, the campaign not only promoted the brand but also entertained and informed the masses.
Over the years, the Amul Girl has graced numerous ad campaigns, capturing the essence of various significant events and personalities. One such moment was the ad created when Richard Gere kissed Indian actress Shilpa Shetty during an event. Amul responded with a cheeky ad saying, “Kiss kis par case!” The brand’s ability to react swiftly to popular culture and current events became a hallmark of its advertising strategy.
In 2017, when Priyanka Chopra made headlines with her striking dress at the Met Gala, Amul celebrated her debut on the global fashion stage with a dedicated ad. Similarly, after Joaquin Phoenix’s win at the 2020 Academy Awards, the Amul Girl was depicted treating him with butter, showcasing the brand’s quick wit and relevance.
Recognizing the Ayodhya case verdict in 2020, as the country celebrated the court’s decision to build Ram Mandir, Amul’s creative team didn’t miss the opportunity to mark the occasion. Through their ad, they reflected the sentiments of the nation and reinforced the brand’s ability to connect with its audience on a deeper level.
Sylvester daCunha’s visionary approach to advertising and his introduction of the Amul Girl played a pivotal role in shaping Amul’s brand identity. His marketing agency understood the power of storytelling and leveraging cultural moments to engage with consumers effectively. The Amul Girl has become an integral part of Indian popular culture, showcasing the brand’s ability to adapt, evolve, and remain relevant throughout the years.
Sylvester daCunha’s association with Amul marked a turning point in the brand’s advertising journey. Through his creative genius and the introduction of the iconic Amul Girl, daCunha propelled the brand to new heights of success. The Amul Girl’s presence in countless ad campaigns, capturing significant moments and personalities, has cemented Amul’s position as a brand that resonates deeply with the Indian audience. As we pay tribute to Sylvester daCunha’s invaluable contributions, we recognize his legacy and the enduring impact of Amul’s marketing campaigns on the Indian advertising landscape.
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