'Utterly Butterly': Brainchild behind iconic Amul's girl creator Sylvester daCunha is no more

PTC Web Desk:  Sylvesterda daCunha, the man behind Amul Girl, is no more. He was advertising industry genius, who had conceived iconic Amul’s 'Utterly Butterly' girl.

Sylvesterda daCunha had conceived iconic Amul’s 'Utterly Butterly' girl along with his art director Eustace Fernandes. The campaign clocked 50 years in 2016.  However, the Amul girl continues to rule the hearts even today. It happens to be the longest continuously running advertising campaign.

daCunha had decided to change the boring image that was used for butter brand till then. "The idea was to have a girl who would "walk her way in the Indian kitchen and the housewife's heart", daCunha has been quoted as saying.

Pavan Singh, General Manager-Marketing at Amul India, paid tributes to him on a social media post. He wrote," “It was an honour to have learnt the art of Brand communication and advertising, from him over nearly 3 decades. Along with the legendary Dr Verghese Kurien, it was daCunha who had initiated our immortal, iconic topical campaign in 1966, which is one of longest continuously running advertising campaigns in the world. This campaign scaled new heights, moved seamlessly from OOH to print, TV & then digital & social media, enhancing its reach & popularity across multiple generations.” 

Anul Butter: An inspiring tale

Amul Butter is an inspiring tale of a cooperative movement that revolutionised the dairy industry in India. In 1946, the farmers of Kaira District in Gujarat, India, faced exploitation by middlemen who controlled the milk trade. Inspired by the success of the Indian freedom struggle and the vision of Sardar Vallabhbhai Patel, the farmers formed the Kaira District Cooperative Milk Producers' Union Limited, known as Amul.

As part of the White Revolution, Amul launched its flagship product, Amul Butter, in 1955. Made from fresh buffalo milk, Amul Butter quickly gained popularity for its rich taste and quality.

The girl with polka-dotted dress

'The Amul Butter Girl' was introduced in the late 1960s as part of Amul's advertising campaigns. She is depicted as a young girl wearing a polka-dotted dress and a bow in her hair, with a mischievous and cheerful expression on her face. The Amul Girl's charm lies in her witty one-liners and humorous commentary on current events, social issues, and popular culture. These slogans often accompany the Amul Girl's image in Amul's print advertisements.

Thanks to Sylvesterda daCunha, 'Utterly  Butterly Amul Butter Girl' continues to be an endearing and iconic figure in Indian advertising, capturing the hearts of people with her witty humour, relatability, and social commentary. Her presence has significantly contributed to the success and popularity of the Amul brand.