The Utterly Butterly taste continues

The doyen of Indian advertising, Sylvester daCunha, who created the lovable Amul Girl ‘Utterly Butterly’ campaign in 1966, passed away on June 20.

For a generation that has grown up seeing the smile in the eyes of the ‘Amul Girl’ for over five decades since her inception in 1966, has seen tears dropping down when the ‘Utterly Butterly Delicious’ girl cried in the graphics released by Amul for the first time. She bereaved her creator whose death has left a void in the world of creativity. Sylvester was 80.

In all these years, the ‘Amul Girl’ campaign has not only stood the test of time but has also become a symbol of creativity, wit, and effective brand communication. With its ingenious use of humour, satire and social commentary, brand Amul has successfully captured the hearts of the Indian audience, making it one of the most beloved and memorable and longest-running advertising campaigns ever.

The year was 1966 when Sylvester daCunha, the mastermind behind the ‘Amul Girl campaign, teamed up with artist Eustace Fernandes to create a character that would capture the essence of Amul’s brand philosophy. The idea was to craft a mascot that would embody Amul butter’s purity, richness and taste while simultaneously appealing to the masses through humour and relatability.

The result was the birth of the ‘Amul Girl’, a cherubic, polka-dotted little girl, wearing traditional attire, who would go on to become the face of the brand for decades to come. Her mischievous smile and clever one-liners became synonymous with the brand and its tagline, “Utterly Butterly Delicious… Amul”.

However, this iconic creation was not a random stroke of advertising genius but a strategic move by Amul to establish brand recognition, build identity, and connect with consumers on a deeper level. The need for a strong and relatable brand mascot became apparent as Amul, India’s leading dairy brand, sought to carve a distinct space in the market and capture the hearts of consumers.

It was a time, when the dairy industry in India was highly competitive, with several players vying for consumer attention. Amul, a cooperative society — formed by the genius late Verghese Kurien to empower farmers and provide a stable market for their milk — needed a compelling and memorable advertising campaign to differentiate itself from other brands and establish a strong foothold in the market with two-fold objectives.

First, to create a visual identity that would resonate with consumers and evoke positive emotions associated with the brand, and second, to communicate the key attributes of its flagship product, ‘Amul Butter’, in a simple yet effective and appealing manner, both catering to the taste, quality, and richness of Amul butter and simultaneously capturing the attention and imagination of the Indian audience.

Dr Kurien’s unwavering commitment to the cooperative movement and his passion for empowering farmers found expression in the ‘Amul Girl’ campaign through the ingenuity of Sylvester. Their collaboration was the icing on the cake. By featuring a young girl, the campaign celebrated the innocence, purity, and aspirations of Indian farmers and their families and conveyed the message that Amul, as a cooperative society, was dedicated to supporting and uplifting the lives of farmers, ensuring their prosperity and well-being.

The clever wordplay and topical references employed in the ads over the years have made a deep bonding with the audience, making the brand’s messaging memorable and shareable. The ‘Amul Girl’ soon became a ubiquitous presence in the lives of Indians. Without any exaggeration, it can be said that through these ads, Amul not only promoted its products but also fostered a sense of social consciousness and encouraged public discourse.

Sylvester daCunha envisioned a campaign that would go beyond traditional product promotion and create a lasting connection with the consumers. It was during one of those brainstorming sessions that the iconic mascot, Amul Girl was born. He wanted the Amul Girl to not only make her way into everyone’s homes but also into their hearts and soon with her polka-dotted frock and an ever-present butter pack in hand, she became the face of the campaign and brand’s endearing mascot.

By leveraging the topicality of its ads, Amul has managed to stay relevant and capture the imagination of the Indian audience till date. The ‘Amul Girl’ has often been depicted alongside famous personalities from various fields, including sports, entertainment, and politics. These ads not only celebrated the achievements of these legends but also served as a testimony to the brand’s association with the country’s cultural fabric and thus became a part of the nation’s collective consciousness.

As one of the articles by Samosa Snippets mentions that the first topical ad came out in March 1966 when horse racing was becoming a trend. It featured the Amul girl riding a horse, with the pun ‘Thoroughbread’. Usually, the word “thoroughbred” refers to a purebred horse known for being great at racing and other horse-related activities. But in Amul’s ‘Thoroughbread,’ they cleverly replaced “thoroughbred” with “bread” to make a connection to their butter.

The article further refers to the period of Emergency 1975-77, when forced sterilisation was implemented by the government. In 1976, daCunha, known for his clever and socially aware advertising, responded to the political climate with a satirical tagline, ‘We have always practiced compulsory sterilisation.’

It was Nishal, wife of Sysvester daCunha, who coined the tagline “Utterly Butterly Delicious”. Further, in 1969, when the city saw the beginning of the Hare Rama Hare Krishna movement, Sylvester daCunha, Mohammad Khan, and Usha Bandarkar, the then creative team working on the Amul account, came up with the slogan ‘Hurry Amul, Hurry Hurry’.

An excerpt edited from an article published by Mini Varma in The Asian Age on March 3, 1996, as per Amul’s website, “That (1969 ad) was the first of the many topical ads that were in the offing. From then on Amul began playing the role of a social observer.”

Whether it was Sachin Tendulkar’s 100th international century or his retirement from One Day International Cricket or other promotions and political campaigns, Amul has consistently struck a chord with the Indian audience due to its ability to evoke laughter, stir emotions, and deliver memorable messages. The Amul Ad featuring the ‘Amul Girl’ holding a bat with the caption, “Sachin’s Ma-Billionth Run!”, perfectly captured the nation’s euphoria and touch their emotions.

Also, the 2019 Lok Sabha elections in India is another perfect instance when Amul released a series of ads that brilliantly captured the political climate and the key players involved. These ads not only showcased the brand’s astute observation of the political landscape but also provided a light-hearted take on the intense election season and thus maintained its brand identity.

In 2021, celebrating the return of Air India to the Tata Group after a span of 68 years, Amul created an advertisement that highlighted the significance of this return, showcasing the connection between two iconic Indian brands and the nostalgia associated with their reunion. Addressing the historic reunion of Air India and the Tata Group, the tagline said, ‘Tata Good Buy!’

Over the years, the brand ‘Amul’ has managed to maintain its distinct identity while adapting to changing times and consumer preferences. Amul has also been quick to adapt to the changing media landscape. It has effectively utilised digital platforms and social media to amplify its campaigns and engage with a wider audience. Simultaneously, by adapting to diverse cultural nuances and crafting campaigns that reflect the people’s aspirations, concerns, and shared experiences, the ‘Amul Girl’ has also transcended the boundaries of being just another brand and becoming an integral part of the Indian identity.

On July 1, an Amul ad was put up on social media took a cue from the recently released movie, Indiana Jones and The Dial of Destiny.

#Amul Topical: Fifth and final instalment of blockbuster franchise releases in theatres! pic.twitter.com/Mgk1TAAJOh

— Amul.coop (@Amul_Coop) July 1, 2023

While the void left by the death of the doyen of Indian advertising Sylvester daCunha is hard to be filled, one may rightfully say that the enduring ‘Amul Girl’ will continue to be a symbol of wit, charm, and social commentary for generations to come and will keep us entertained and smiling again.

The digital age may envy her charm!