Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

Mumbai (Maharashtra) [India], June 22 (ANI): Sylvester daCunha, the creator of <keyword id="26280" type="General" weightage="100" keywordseo="amul" source="Orion">Amul</keyword>'s enduring '<keyword id="112355" type="General" weightage="50" keywordseo="utterly-butterly" source="Orion">Utterly Butterly</keyword>' girl, passed away in Mumbai. Amul's managing director Jayen Mehta expressed grief over daCunha's demise on Twitter, saying, "Very sorry to inform about the sad demise of <keyword id="17776156" type="General" weightage="50" keywordseo="shri-sylvester-dacunha" source="Orion">Shri Sylvester daCunha</keyword>, Chairman of daCunha Communications last night at Mumbai A doyen of Indian advertising industry who was associated with Amul since the 1960s. The Amul family joins in mourning this sad loss@RahuldaCunha." After coming across Mehta's post, many took to Twitter, mourning daCunha's loss. A social media user wrote, "Truly the doyen of Indian advertising industry and brand builder of many brands, closest we know personally is Amul !His immense contribution is worth many a salutes ... our prayers with the Da Cunhas and wishes for his legacy to continue and grow..!Om Shanti" Another said, "Shri Sylvester Dacunha will be remembered for his creative and out-of-the-box contributions to Amul. My heartfelt condolence to the family!" The Amul mascot has become a rage across the country with her witty one-liners on current issues, both political and otherwise. The trademark polka-dot dress, blue hair pulled back in a ponytail and adorable pink cheeks have added have made Amul's mascot a darling with millions across the country. (ANI)

Sylvester daCunha, man behind Amul's 'Utterly Butterly' girl, passes away

In a small town called <keyword id="2648" type="PERSON" weightage="20" keywordseo="Anand">Anand</keyword> in western India in 1946 farmers were having a difficult time having to deal with the exploitative trade practices followed by the local trade cartel. Refusing to be cowed down by the cartel, farmers of this area went on a milk strike. And they approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. His advice was natural, start a cooperative movement. 
 
And they did. 
 
Inspired by India’s freedom struggle, it all began when farmers in a small town near Anand city in Gujarat made milk as a symbol of protest. Tribhuvandas Patel was a local leader who had been imprisoned number of times during India’s struggle for freedom. With the help of his supporters, he found a dairy co-operative in 1946 in Anand. The cooperative movement was a movement against the atrocities of Polson Dairy, a locally-owned dairy in Anand, which procured milk from farmers at very low rates to sell to the Bombay (now Mumbai) government. 
 28 year old Mechanical Engineer from Kerala, <keyword id="168701" type="PERSON" weightage="20" keywordseo="Verghese-Kurien">Verghese Kurien</keyword> arrived in Anand in 1949 as a government employee to manage a dairy. Fed up with his monotonous and unchallenging job he had already made up his mind to leave but upon Tribhuvandas Patel’s request he agreed to stay back for few months to oversee installation of the newly ordered machineries. No one then knew that Dr. Kurien would never leave Anand and make it the milk capital of India. In 1955 <keyword id="26280" type="COMPANY" weightage="100" keywordseo="amul">Amul</keyword> (then short for Anand Milk Union Ltd) was born. Verghese Kurien was in almost every way the architect of Amul. He went from helping farmers repair their machinery to revolutionising the Indian dairy industry by scripting Operation Flood, a cooperative movement that turned India from a net importer of milk into one of the world’s largest producers. Not for nothing was Dr. Verghese Kurien called the Milkman of India. 
 
The first dairy, Kaira District Co-operative Milk Producers’ Union, which created Amul in 1955, handed over the brand name to Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1973. Thus, in 1973 the GCMMF was established to market milk and milk products manufactured by six district cooperative unions of Gujarat. 
 
 
 Branding played a major role for Amul’s success, the (original) Amul Girl was created by <keyword id="245066" type="PERSON" weightage="20" keywordseo="Sylvester-daCunha">Sylvester daCunha</keyword> (daCunha Communications) to counter the Polson dairy girl. Polson’s sexy village belle didn’t stand a chance to the tubby little moppet in the polka-dotted dress and a matching ribbon. Amul ads were cleverly designed to add a tinge of nationalism to an essentially rural revolution. The first Amul Ad campaign came in 1967 in Bombay (now Mumbai). And the response was phenomenal... and continues to be. Amul is also credited with a Guinness world record for longest running ad campaign of the world for its Utterly Butterly girl portraying day-to-day issues since 1967. In 1977, the Amul story was showcased through a Hindi movie titled Manthan directed by Shyam Benegal starring Naseeruddin Shah, Girish Karnad, Smita Patil and Amrish Puri which also won National award for best film. The movie again demonstrated the power of collective might as the movie was financed by a contribution of Rs. 2 by 5 lakh farmers. 
 
And then, Amul became a brandname in its own right. It is said that for Operation Flood, Kurien’s idea of having farmers own the brand went a long way in creating a sense of ownership and, in turn, responsibility for the product’s quality. Since the mid-90s, Amul has been able to take the range outside the security of traditional products, milk powder and butter. Amul diversified to everything from ice-cream, curd to long-life flavoured milk. Brand Amul is now present in over 50 countries. 
 
 
 
Amul has come a long way since its inception. The contribution of Amul in development of rural India as well as economic growth of the nation is legendary.

Inspired by India’s Freedom Struggle: Amul - The Brand, The Revolution, and The Campaign

Slyvester daCunha got the <a href="http://www.businessinsider.in/searchresult.cms?query=amul">Amul</a> account in 1966 when they zeroed in on the advertising agency called Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing director of the agency and Eustace Fernandez, the art director decided to create something that would grab the attention of every housewife in the country. 
 
Dr <keyword id="168701" type="PERSON" weightage="80" keywordseo="Verghese-Kurien">Verghese Kurien</keyword>, the hen chairman of the Gujarat Co-operative <keyword id="6362951" type="ENTERTAINMENT" weightage="80" keywordseo="milk">Milk</keyword> Marketing Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot with two requirements. 
 
It had to be easy to draw and memorable. 
 And, the <keyword id="125015" type="UNKNOWN" weightage="80" keywordseo="Amul-girl">Amul girl</keyword>, who has been synoynmous with the brand was thus born. 
 His son, <keyword id="322298" type="PERSON" weightage="80" keywordseo="Rahul-DaCunha">Rahul daCunha</keyword> inherited the <keyword id="26280" type="COMPANY" weightage="80" keywordseo="amul">Amul</keyword> and kept the legacy alive. 
 
Hence, topical ads commenting on the situation in the country found a place in billboards and newspapers alike delighting us with their wit. 
 
As of the present, the team that produces up to six of these cartoons/ads per week comprises just three people: Rahul daCunha, creative head of ad-agency daCunha Communications, copy writer Manish Jhaveri and Jayant Rane, the artist who has been sketching Amul cartoons for a quarter-century now. 
 
Amul makes advertising a generic commodity like butter seem like an easy task with their clever use of puns on current events so much so that they have us waiting with bated breath for their take on anything and everything that has happened in the country. 
 
And, how can we forget the Amul Girl? She's become an indispensable part of every Indian's life. 
 
While it's close to impossible to pick favourites considering all the <a href="http://www.businessinsider.in/searchresult.cms?query=amul+ad">Amul ads</a> are brillinat in their own right, we at Business Insider went ahead and tried drawing up a list of our ten favourite Amul print ads from 2015. 
 
Have a look!

You Searched For "Sylvester daCunha" and got 3 results

Sylvester daCunha, man behind Amul's 'Utterly Butterly' girl, passes away

ANI

Inspired by India’s Freedom Struggle: Amul - The Brand, The Revolution, and The Campaign

Nazia Bijal

BI Year Roundup: Looking back at our 10 favourite Amul ads from 2015

Poulomi Das

Popular Keywords

Buying Guides