The mind behind Amul’s ad campaign, ‘utterly butterly delicious’, Sylvester daCunha passed away on Tuesday in Mumbai. Beside this catchphrase, daCunha also created the ‘Amul Girl’, who has since then featured on the covers of practically all of the company’s advertising campaigns. As soon as the news of his demise spread, netizens started pouring heartfelt condolences and posts on social media.
The ‘Amul Girl’ with tears went viral all across the social media platforms. A twitter user wrote that the ‘Amul Girl’ is in tears for the first time. Sharing the news, another user wrote that Sylvestor daCunha, the doyen of Indian advertising who presented us the ‘Amul Girl’ in 1966 has passed away. She added that the little girl in her polka dotted dress and smile will keep the legacy alive forever.
Amul’s managing director Jayen Mehta tweeted about the news. He asserted that Sylvester daCunha, chairman of daCunha Communications passed away last night in Mumbai. He added that daCunha, a doyen of the Indian advertising industry who was associated with Amul since 1960.
In 1966, daCunha with inputs from ‘Milkman of India’, Dr Verghese Kurien conceived Amul’s mascot; a girl with big eyes in a dress with red polka dots and matching ribbon in her hair, paired with red shoes. It was designed by late illustrator and art director Eustace Fernandes. Sylvester daCunha wanted to create a mascot that could position itself among mothers and children, and therefore it was decided that a child would be a face of the brand. Furthermore, he also felt it was important to replace the tagline ‘Purely the Best’ with something more catchy. His wife Nisha coined the term “utterly butterly delicious”.
Calling daCunha a legend, Amul India GM Marketing, Pavan Singh took to LinkedIn to pay his tributes. He recalled that the ad campaign scaled new heights, moved seamlessly from OOH to print, TV & then digital & social media, enhancing its reach and popularity across several generations. Sylvester daCunha is survived by his wife Nisha and son Rahul daCunha.
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