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Even today, we see the Amul topical at the same time as they are released in the media. This is perhaps the only agency in the world that can do so, and the credit for earning the trust of the client goes to Sylvester daCunha
Sylvie was a hard taskmaster. I remember he once found a typo in an artwork (a colon instead of a semicolon) and in a rage he pierced his pencil through my artwork.
Sylvester daCunha Death: Amul 'Utterly Butterly' Girl was created by Sylvester daCunha and his art director, Eustace Fernandes. In 2016, the campaign turned 50. The 'boring image' that had previously been employed for the butter brand was changed by DaCunha. A girl who would walk her way into the Indian kitchen and the homemaker's heart was the goal.
The doyen of Indian advertising, Sylvester daCunha, of the Amul Girl campaign in 1966 fame, passed away on Tuesday. His passing once again reminds us of the legacy the company created under the 'utterly butterly' brand campaign, one beloved by billions, laced with incomparable quick-wit. Read on to know how and why the brand has remained ahead of its time.
Sylvestor da Cunha, creator of Amul Girl, passes away