Sylvester daCunha, the man who created the unforgettable Amul girl, a cherished character in the Indian advertising industry, passed away on Tuesday, in Mumbai.
Indian advertising industry stalwart DaCunha, renowned for his long-standing association with Amul since the 1960s, played a pivotal role in co-creating the iconic 'Utterly Butterly' Amul Girl alongside his talented art director, Eustace Fernandes. Commemorating its 50th anniversary in 2016, the campaign represented a significant milestone.
DaCunha, driven by a desire to break free from the mundane, took the bold decision to transform the previously lacklustre image of the butter brand. He envisioned a character that would effortlessly make her way into Indian kitchens and capture the hearts of housewives across the nation.
For decades, Amul has remained synonymous with clever and whimsical moment marketing advertisements. In fact, the first of these advertisements surfaced in 1969, humorously parodying the Hare Krishna movement and featuring the caption "Hurry Amul, Hurry Hurry."
Tribute to Sylvester daCunha:
Below is a comprehensive list of some popular Amul advertisements featuring the beloved Amul Girl from the past few years:
Sporting a buttered toast in one hand and armed with witty one-liners, the Amul Girl has held the mantle of a social commentator, effortlessly reflecting the spirit of the times for half a century.
Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation Ltd, the marketing organization behind Amul, expressed deep sorrow over the demise of daCunha, considering it a significant loss to the advertising industry.
Recognizing daCunha as the visionary behind the iconic Amul Girl, Mehta highlighted his profound impact on Amul's advertising for over six decades. Mehta acknowledged the immense contribution daCunha made to Amul's branding, creating a global presence for the Amul Girl and establishing it as the longest-running advertising campaign featuring a single character in the world. Mehta shared these sentiments through a tweet.
Very sorry to inform about the sad demise of Shri Sylvester daCunha, Chairman of daCunha Communications last night at Mumbai
— Jayen Mehta (@Jayen_Mehta) June 21, 2023
A doyen of Indian advertising industry who was associated with Amul since 1960s. The Amul family joins in mourning this sad loss @RahuldaCunha
ॐ Shanti 🙏 pic.twitter.com/cuac1K6FSo
In a heartfelt tweet, Lloyd Mathias, an angel investor and prominent figure in the corporate world, expressed his condolences on the sad demise of Sylvester daCunha, the legendary advertising maestro and founder of da Cunha Associates.
Mathias acknowledged daCunha as the creative genius responsible for introducing the iconic Amul Girl in 1967. He also mentioned that daCunha was the brother of the late Gerson DaCunha. Mathias extended his deepest sympathies to Mrs Nisha daCunha and her son Rahul while wishing that Sylvester daCunha may find eternal peace in his rest.
