A tribute to Sylvester daCunha, the man who created ‘Amul Girl’ campaign to take Dr Kurien's cooperative movement forward

Whether or not Oxford has included the word ‘sadilicious’ in its dictionary, I am taking the liberty of expression to write: “Utterly Butterly, sadilicious”. I am feeling sad, and perhaps many of us. For, a generation that has grown up seeing the smile in the eyes of the ‘Amul Girl’ for over five decades since her inception in 1966, has seen tears dropping down. The “Utterly Butterly Delicious’ girl has cried for the first time. She bereaved her creator the iconic advertising veteran Sylvester daCunha who died on Tuesday, June 20, leaving a void in the world of creativity. Sylvester was 80.

In all these years, the ‘Amul Girl campaign has not only stood the test of time but has also become a symbol of creativity, wit, and effective brand communication. With its ingenious use of humour, satire and social commentary, the brand Amul has successfully captured the hearts of the Indian audience, making it one of the most beloved and memorable and longest-running advertising campaigns ever.

The year was 1966 when Sylvester daCunha, the mastermind behind the ‘Amul Girl’ campaign, teamed up with artist Eustace Fernandes to create a character that would capture the essence of Amul's brand philosophy. The idea was to craft a mascot that would embody the purity, richness, and taste of Amul butter, while simultaneously appealing to the masses through humour and relatability. The result was the birth of the ‘Amul Girl’, a cherubic, polka-dotted little girl, wearing traditional attire, who would go on to become the face of the brand for decades to come. Her mischievous smile and clever one-liners became synonymous with the brand and its tagline, “Utterly Butterly Delicious… Amul”

However, this iconic creation was not a random stroke of advertising genius but a strategic move by Amul to establish brand recognition, build identity, and connect with consumers on a deeper level. The need for a strong and relatable brand mascot became apparent as Amul, India's leading dairy brand, sought to carve a distinct space in the market and capture the hearts of consumers.

Amul, a cooperative society – formed by the genius late Verghese Kurien to empower farmers and provide a stable market for their milk – needed a compelling and memorable advertising campaign to differentiate itself from other brands and establish a strong foothold in the market with two-fold objectives. First, to create a visual identity that would resonate with consumers and evoke positive emotions associated with the brand, and second, to communicate the key attributes of its flagship product, ‘Amul Butter’, in a simple yet effective and appealing manner, both catering to the taste, quality, and richness of Amul butter and simultaneously capturing the attention and imagination of the Indian audience.

Dr Kurien's unwavering commitment to the cooperative movement and his passion for empowering farmers found expression in the ‘Amul Girl’ campaign through the ingenuity of Sylvester. Their collaboration was the icing on the cake. By featuring a young girl, the campaign celebrated the innocence, purity, and aspirations of Indian farmers and their families and conveyed the message that Amul, as a cooperative society, was dedicated to supporting and uplifting the lives of farmers, ensuring their prosperity and well-being.

The clever wordplay and topical references employed in the ads over the years have made a deep bonding with the audience, making the brand's messaging memorable and shareable. The ‘Amul Girl’ soon became a ubiquitous presence in the lives of Indians. Without any exaggeration, it can be said that through these ads, Amul not only promoted its products but also fostered a sense of social consciousness and encouraged public discourse.

By leveraging the topicality of its ads, Amul has managed to stay relevant and capture the imagination of the Indian audience to date. The ‘Amul Girl’ has often been depicted alongside famous personalities from various fields, including sports, entertainment, and politics. These ads not only celebrated the achievements of these legends but also served as a testimony to the brand's association with the cultural fabric of the country and thus became a part of the collective consciousness of the nation.

Whether it was Sachin Tendulkar’s 100th international century or other promotions and political campaigns, Amul has consistently struck a chord with the Indian audience due to its ability to evoke laughter, stir emotions, and deliver memorable messages. Over the years, the brand ‘Amul’ has managed to maintain its distinct identity while adapting to changing times and consumer preferences. Amul has also been quick to adapt to the changing media landscape. It has effectively utilized digital platforms and social media to amplify its campaigns and engage with a wider audience. Simultaneously, by adapting to diverse cultural nuances and crafting campaigns that reflect the aspirations, concerns, and shared experiences of the people, the ‘Amul Girl’ has also transcended the boundaries of being just another brand and becoming an integral part of the Indian identity.

While the void left by the death of the doyen of Indian advertising Sylvester daCunha is hard to be filled, one may rightfully say that the enduring ‘Amul Girl’ will continue to be a symbol of wit, charm, and social commentary and will keep us entertained and smiling again.

(The writer is Programme Executive, Gandhi Smriti and Darshan Samiti)