Sylvester daCunha, the creator of the iconic Amul girl, dies

Amul's Managing Director GCMMF Jayen Mehta tweeted the news of the legendary adman's demise.

"Very sorry to inform about the sad demise of Shri Sylvester daCunha, Chairman of daCunha Communications last night at Mumbai 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," he wrote.

The iconic mascot of Amul came to life in 1966, when daCunha, then the manager at Advertising and Sales Promotion Company, was faced with the challenge to place Amul as a household name among mothers and children.

In a stroke of creative genius, it was decided that the face of the brand would be a child with big eyes and a bright appearance. The book Amul’s INDIA 3.0 reveals that he created the cute little girl with big eyes clad in a red polka-dotted frock paired with matching ribbons and red shoes.

This set the stage for the birth of an iconic figure in Indian advertising history – the Amul girl.

With this, also came the need to replace Amul’s tagline ‘Purely the Best’ with a more catchy phrase.

Here daCunha had some help from his wife Nisha, who came up with ‘Utterly Amul’—something in line with the spirit of the previous tagline. daCunha added his own punch and coined ‘Utterly Butterly Amul’.

But it wasn't until the talented art director, visualizer, and cartoonist Eustace Fernandes breathed life into this idea, that the Amul girl truly came alive.

The Amul girl made her initial appearance on a handful of lamp-post boards scattered throughout the bustling streets of Mumbai.

Donning her charming simplicity, she uttered the now-famous words, "Give us this day our daily bread: with Amul butter," capturing the hearts and taste buds of a nation.

Today, the Amul girl stands as a symbol of not just a brand, but also of cherished memories and a bygone era, reminding us of the timeless appeal of Amul's offerings.

Amidst this advertising landscape, one name stands tall – daCunha, the visionary behind this unique creation that left an indelible mark on the world of Indian advertising, forever ensuring that the Amul girl remains an unforgettable part of our cultural fabric.