Know How Sylvester daCunha Created The Iconic Amul Girl Mascot, Its First Campaign, And More
such an iconic mascot!
When you hear the name Amul, the first product that comes to your mind is butter. The product has gotten so synonymous with the brand that even when you go to a departmental store, you say, “Bhaiya, Amul butter dena.” Such hard-hitting is the marketing done by the brand over the years. Interstingly, Amul also made their tagline for the butter ‘utterly bitterly delicious’ immensely popular, and it also made the entire nation say it in a sing-song way. And of course, you cannot forget that adorable mascot who is also known as the Amul girl. But do you know who created the character of this Amul girl? Here are more details about how the mascot came to be created.
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Sylvester daCunha is the man behind the creation of this much-loved Amul girl. The nation woke up to the sad news that Sylvester has passed away. He was the brains behind the creation of the Amul girl and the first campaign featuring the mascot was launched in India under his guidance in 1966.
…as the #AmulGirl gently weeps…..
Rest in peace Sylvester DaCunha! A legendary figure of our advertising industry! pic.twitter.com/rcTptTLbi6
— Arijit Mukherji (@ArijitMusic) June 22, 2023
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As per various reports, Sylvester daCunha wanted the Amul mascot to be loved by children and mothers. And after much brainstorming, a child’s face was decided to be the mascot. It is also interesting to note that Sylvester daCunha’s wife, Nisha, came up with the tagline ‘utterly bitterly delicious’. Eustace Fernandes was the man who made the caricature of the Amul girl by giving her an adorable dimpled smile and rosy cheeks, and making her wear a red polka-dotted dress.
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Did you know that the first Amul campaign featuring the mascot was put up on a few light posts on the streets of Mumbai? It had the Amul girl praying before bedtime, asking God to give her the daily bread with Amul butter. And this girl has been an immense hit ever since. The brand also has given her a quirky personality as she often has something witty and intelligent to say.
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