Utterly Butterly Savory Story: Amul Girl ~ BBA Buddies

Everyone is aware of the great dairy brand of India that quenched the thirst if India by its various milk products. Formed in 1948, Amul spurred India’s White Revolution which made the country the world’s largest producer of milk and milk products. White Revolution was so intense that it inspired the notable Indian filmmaker Shyam Benegal to film “Manthan”.

Since Amul was beginning on its road to success, it was decided to choose the marketing strategy and create a market face. For this in 1966, Amul hired Sylvester DaCunha, the Managing Director of DaCunha Communication to design the ad campaign for Amul Butter. Back then, advertising on television and print media was very expensive. So Sylvester DaCunha decided to design an Amul ad for affordable outdoor hoarding.

The Amul Girl was created by Eustace Fernandes in 1966, the same year a catchy phrase “utterly butterly” was coined by Sylvester’s wife Nisha DaCunha. In 1966, Amul Girl made her first appearance on the billboard. The cute image of Amul Girl kneeling in prayer, with one eye closed and other one one the pack of butter with words “Give us this day our daily bread with Amul butter“ got immediate positive response from the public.

Since her inception in 1966, this cheerful blue-haired little girl in a red polka dotted dress has wowed the nation with her sometimes tongue-in-cheek, occasionally controversial and always enjoyable one-liners in billboard and print media. One of the India’s longest running ad campaign and also probably the only ad campaign in the country with an unchanged theme or style for over 50 years.

Amul’s ad are usually topical ads based on current affairs. Although very popular they are often faced with challenge – they have to release quickly or they will lose the charm for this they have to be first-mover, Because it is commented on various contemporary events in sports, film and politics.

Even though a grand success this campaign also ran into some controversies. In 2001, Amul ran an ad “Amul Airlines serves Amul butter - when its flies” due to this Indian Airlines went on strike. Another ad during Ganesh Chartuthi which said, Ganpati Bappa More Ghya (Ganpati Bappa take more) led to an outrage by Shivsena party. When they wrote “Satyam Sharam Scandulum“ for Satyam Computer Services Ltd. And various other ads led to threat calls and legal notice.

Amidst the various tides of success and criticism Amul Girl entertained us by her unique messages. On October 2016 this campaign achieved the landmark of 50 years. To celebrate th Amul Girl’s golden jubilee anniversary, DaCunha Communications had released a coffee table book that tells the story of an evolving India as seen from the Amul Girl’s eyes. Titled “Amul’s India” it captures most popular ad and articles by different celebrities who featured in the hoardings like megastar Amitabh Bachchan, superstar Shah Rukh Khan, cricketers like Sunil Gawaskar and Rahul Dravid etc.

here is the link for Amul girl from 1966 to 2012

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