Ever since our toddler days, we have been enjoying the taste of Amul butter in all our meals. With passing time, Amul butter has grown in stature and has become the taste of India. Even though Amul has grown bigger, its iconic blue-haired girl in a polka-dotted frock has remained the same, yet grown wittier over the years. But have you ever thought of the masterminds behind this iconic avatar of Amul? Well, let’s take a quick look at her origin story!

From Bollywood to politics to sports, we all have been staying up to date with current affairs with the Amul girl on the billboards and ads. This longest-running ad campaign in India was conceived by the veteran advertisement curator Sylvester DaCunha in 1966 and is now run by his son, Rahul DaCunha. The brand Amul started its work in 1957 and in 1966 under The DaCunha ad agency of Mumbai launched its first Advertisement. This responsibility was given by none other than Dr. Verghese Kurien, head of Amul and the father of India’s White Revolution – the world’s biggest dairy development programme.

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The Iconic avatar of Amul girl was created by Eustace Fernandes, the art director of DaCunha Communications in 1966, the same year the simple yet catchy phrase “Utterly Butterly” was coined by Sylvester’s wife, Nisha DaCunha.

Eustace Fernandes

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There was no television in the 60s and advertising was limited to either expensive print newspaper and magazines or outdoor billboards.

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According to Your Story, Rahul DaCunha mentioned: “Dr Kurien said, ‘Look, if you people think it will work, fine; but I don’t understand how a girl with polka dots making a statement about odd things is ever going to sell butter.” However, this small idea changed the Indian Advertisement industry forever and gave us all the witty ad campaigns over the generations.

Here are few of these Iconic advertisements:

Ad on the most awaited wedding of the season!

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Even in air polluted Delhi, Amul finds a witty solution!

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Amul sure knows how to promote a movie!

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Unity in diversity!

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Priyanka Chopra and her videshi dress

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Even Usain Bolt needs some Amul

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Humour with sense has been always an intricate part of Amul’s Ad campaign!

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Amul Butter Bahubali Style!

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