New Delhi: Renowned Indian advertising guru Sylvester daCunha, the creative mind behind the iconic Amul girl advertisement, is being honored with heartfelt tributes following his demise. DaCunha, who died on Tuesday night in Mumbai, was credited with designing the beloved Amul girl campaign in the 1960s, which has since become the beloved face of the popular dairy brand.
Amul, a prominent dairy cooperative based in Gujarat, India’s western state, expressed the news of daCunha’s demise on Wednesday. Jayen Mehta, Amul’s managing director, took to Twitter to mourn the loss, stating that “the Amul family joins in mourning this sad loss.” Pavan Singh, the brand’s general marketing manager, hailed daCunha as a “legend of the Indian advertising world” and recognized his contribution to creating “one of the longest continuously running advertising campaigns in the world.”
Singh further highlighted the campaign’s success in seamlessly transitioning across various advertising mediums, from Out-of-home (OOH) to print, TV, and digital platforms, thereby expanding its reach and popularity across generations.
Numerous politicians, business leaders, and advertising professionals also expressed their sorrow on Twitter over daCunha’s passing. Congress lawmaker Sashi Tharoor conveyed his sadness, stating, “An era has passed. RIP.” Derek O’Brien, a Trinamool Congress politician, and former quiz master, shared his favorite Amul ad and expressed deep respect and admiration for daCunha.
Reportedly, daCunha’s advertising agency secured the Amul butter account in 1966, leading to the creation of the “Amul Girl” ad campaign. The mischievous girl with blue hair and a polka-dotted dress made her initial appearance on billboards in Mumbai, quickly establishing herself as an integral part of the brand’s history. Over the years, the Amul girl has served as a social commentator, offering a witty and satirical perspective on significant events in India, including political scandals and sporting achievements.
Amul’s milk products have achieved widespread popularity in India, solidifying the brand’s position as a leader in the dairy category and one of the country’s largest milk producers.
The passing away of Sylvester daCunha marks the end of an era in Indian advertising, leaving behind a creative legacy that has left an indelible mark on the industry. The enduring Amul girl will continue to be a symbol of wit, charm, and social commentary for generations to come.