Sylvester daCunha was known for his significant contributions to the advertising industry in India, and his work with the Amul brand has left a lasting impact.
The ‘Amul Girl’, featuring the mischievous and witty cartoon character, became one of the most recognizable and enduring mascots in advertising. It all began in the 1960s, when daCuhna used topical and satirical illustrations to comment on current events, capturing the attention and hearts of the Indian audience.
Sylvester daCunha’s creativity and ability to connect with the masses through his advertisements played a vital role in shaping the success of the Amul brand. His work not only entertained but also provided social commentary, making the ‘Amul Girl’ a cultural icon in India.
With Sylvester daCunha’s passing, the advertising industry has lost a talented and influential figure. His contributions to the field will be remembered and cherished by many.
Amul, the beloved brand known for its dairy products, has also made a mark in advertising with its creative and witty billboards. Over a decade, Amul has consistently entertained and engaged Indian consumers with its topical and sociopolitical commentary.
Let’s explore the top 10 Amul billboards that have left a lasting impression on the Indian public, showcasing daCunha’s and the brand’s ability to capture the nation’s imagination.
Utterly Butterly Delicious Amul: A Timeless Catchphrase: Amul’s journey through the decade was anchored by its iconic catchphrase, “Utterly Butterly Delicious Amul.” This phrase, created by advertising veteran Sylvester daCunha, became synonymous with the brand and set the stage for its memorable advertising campaigns.
A Tribute to Sachin: Amul paid tribute to the legendary cricketer Sachin Tendulkar with a billboard that featured a doodle of him as a child with a bat in hand, captioned “Sachin Retires Hurt” This billboard celebrated Tendulkar’s iconic career and his retirement.
Tata Air India: Amul took a light dig at Tata Group acquiring Air India with the caption “Tata rahe mera dil” The cartoon was also a reminder of how Air India is now in the safe hands of the Tata Group.
A Tribute to APJ Abdul Kalam: Amul paid homage to the former President of India, Dr. A.P.J. Abdul Kalam, with a billboard featuring his image and the caption, “Kalam Aaj aur Kal and Qyamat se Kalamat tak” These billboards celebrated and paid homage to Dr. Kalam’s invaluable contributions.
Petrol Price Increase(controversial): Amul’s socio-political take sometimes becomes controversial. The petrol price increase captioned as “Painfuel increase” would resonate so well with public sentiments. However, not so well with the ruling party.
Mr. Bachchan’s homecoming: When Bollywood legend Amitabh Bachchan came home after defeating the coronavirus. Mr. Bachchan was trolled as netizens thought he took hefty money to endorse his homecoming news, which the actor denied later. The caption read, “AB beats C…homecoming.”
White Revolution: Amul celebrated Dr. Varghese’s contribution to India’s white revolution with the caption, “Thank you for giving us Hausla, Pragati, and Anand.” This billboard highlighted the role of farmers in driving India’s growth.
GST Transformation: When India implemented the Goods and Services Tax (GST), Amul depicted the iconic Amul girl juggling various commodities and the caption, “Modiji Kuch GST ho jaaye!” This billboard reflected the country’s transition to a unified tax system.
Clean India: In support of the Swachh Bharat Abhiyan (Clean India Mission), Amul released a billboard featuring the Amul girl holding a broom and the message, “Swach Bharat Abhi Yahan!” This billboard aimed to create awareness about the importance of cleanliness and hygiene.
Naatu Naatu winning Oscar: When India made history with its first Indian production bringing home the Oscar for the first time, our Amul girl expressed, “ Can’t say Naa tu an Osca RRR”
While Sylvester daCunha may no longer be with us, his influence on the Amul Girl campaign and the advertising industry as a whole is immeasurable. The Amul legacy grows stronger with each passing year as the brand continues to captivate audiences, embrace new platforms, and stay true to its roots.
The Amul Girl remains an iconic symbol of wit, charm, and social commentary, ensuring that daCunha’s creative genius lives on through the enduring legacy of the Amul brand.