Tributes are pouring in for Sylvester daCunha, the advertising genius behind India’s beloved Amul girl ad campaign. DaCunha, who passed away in Mumbai on Tuesday night, is credited with creating the iconic mascot that has become synonymous with the dairy brand. His innovative and enduring campaign has left an indelible mark on Indian advertising history.
The Legacy of the Amul Girl
DaCunha’s creative prowess came to life in the 1960s when he designed the Amul girl campaign. The mischievous girl with blue hair and a polka-dotted dress quickly captured the nation’s imagination and became the face of the Amul brand. Amul, a renowned dairy co-operative based in Gujarat, is now one of the world’s largest milk producers.
The Amul girl campaign, widely regarded as one of the longest-running advertising campaigns globally, seamlessly transitioned from out-of-home advertising to print, television, and digital platforms. Its versatility and popularity across generations have contributed to its lasting impact on Indian advertising.
Mourning the Loss
Following the news of daCunha’s passing, Jayen Mehta, Amul’s managing director, expressed his condolences on behalf of the Amul family. Pavan Singh, the brand’s general marketing manager, hailed daCunha as a legend of the Indian advertising world. Singh praised the Amul girl campaign for its continuous success and its ability to connect with audiences through various media channels.
Tributes from Diverse Voices
Politicians, businessmen, and advertising professionals have taken to social media to pay tribute to daCunha’s immense contribution. Congress lawmaker Sashi Tharoor expressed his sadness, acknowledging the passing of an era. Trinamool Congress politician Derek O’Brien shared his favorite Amul ad and expressed his deep respect and admiration for daCunha.
The Impact of the Amul Girl
As Per BBC News, DaCunha’s creation, the Amul girl, started as a humble presence on billboards in Mumbai but quickly became an integral part of Amul’s brand identity. Over the years, the mischievous mascot has evolved into a social commentator, cleverly reflecting on significant events in India’s socio-political landscape. From political scandals to sporting achievements, the Amul girl’s witty and tongue-in-cheek advertisements have captured the nation’s attention.
Amul’s Everlasting Presence
Amul’s dairy products have become a household name in India, and the brand’s popularity continues to soar. The company’s dominance in the dairy category and its position as one of India’s largest milk producers can be attributed, in part, to the success of the Amul girl campaign.