The first hoarding that da Cunha senior and Fernandes created said, ‘Give us this day our daily bread with Amul Butter.’ The mascot was first used for Amul butter. An Amul ad saying “Ganpati Bappa More Ghya” was immensely criticized by the Shiv Sena party. Things changed when Rahul da Cunha started working on the campaign in 1993. No one said anything. According to social commentator and Managing Director and Chief Executive Officer of Futurebrands India Ltd, Santosh Desai, the Amul mascot holds a significant place in Indian society. The new television commercial shows the Amul mascot in a 3D avatar with kids in a fantasy land, urging them to team up butter with pasta, noodles and corn, Surendranath says, “The three-dimensional look is more realistic and contemporary. You have entered an incorrect email address! Every day, the page gets as many as 4,000-7,000 likes. In keeping with brand requirements, it promotes content from a variety of industries, including fashion, entertainment and lifestyle products, to name just a few, and is an excellent platform to showcase brands’ success stories. Earlier, actors were only relegated to film magazines. three In a conversation with Social Samosa, Shashi Sinha, CEO, IPG Mediabrands once shared how in an encounter with the man of the hour early on in his career and it was nothing short of a learning experience. Likewise, film stars and television became larger-than-life for the common man. But Mane saw no signs of an accident. The Amul girl advertising has often been described as one of the best Indian Advertising concepts because of its humour. The round-eyed, chubby-cheeked little girl, donning a white dress with red polka-dots and a tied up pony was created as a response to the rival brand Polson’s girl; the Amul Girl is the abstraction of Dr. Verghese Kurien, The Father Of White Revolution and the Founder-Chairman of Gujarat Co-operative Milk Marketing Federation the co-operative body that manages Amul. 50 years of Amul: How an advertisement for butter transformed into witty social commentary A new book — Amul India 3.0 published by HarperCollins India — chronicles the metamorphosis of what began as a simple ad campaign for a ubiquitous product like butter, … Amul Butter Girl latest news, photos, videos and updates from We did various versions with perfect features. All rights reserved. I remember it was our favorite topic of discussion for the next week!”. In addition to the credit for the mascot and creative freedom, Dr. Kurien was known for his open way of functioning. Viacom18 Studios and Aamir Khan Productions announce film inspired by ‘Forrest... Hyperspace to continue handling Cuckoo India’s marketing and retail design mandate. That’s when da Cunha senior thought of the line, ‘Utterly butterly delicious’. For instance, reams of newsprint and on-air coverage are dedicated to Shah Rukh Khan slapping Shirish Kunder. The ‘Freedom Of Choice Died in 2013’ ad, opposing the ruling of the Supreme Court criminalizing homosexuality was a strong opinion held and an important social issue Amul had stood up for, and was among the few brands that did. Over there, the focus is not on the product but on what she is saying. Kailash Surendranath, founder of Kailash Picture Company Pvt Ltd, who directed the commercial says, “We got a two-fold brief from the company. Da Cunha attributes it to Amul’s presence on social networking sites such as Twitter and Facebook. }, Del Monte offers seven festive gift packs this Diwali, Tropicana launches campaign to promote new packaging, Ab Cricket Buzzega: Cricbuzz celebrates IPL 2020 with rap song. Now she sports a slightly slimmer avatar to appeal to the kids. Tell us your favorite Amul ad in the comments below. The mascot has been constantly evolving rather than being stuck in a time warp and looking dated.” The chubby girl with the half ponytail frolicking in a red polka dotted dress truly epitomises the saying change is the only constant. Such an incident becomes a topic to comment on for the mascot.” All about team work The brains behind the witty one-liners comprise da Cunha, writer Manish Jhaveri and illustrator Jayant Rane. It’s the summer of 1967, Sheela Mane, a 28-year old housewife, and a Charni Road resident, notices a crowd growing larger on the road while she’s out in the balcony drying clothes from her apartment on the second floor. Case in point being the recent campaign featuring US President Barack Obama’s response to the Syria crisis, which got a favourable response on Facebook but didn’t make it to hoardings across the country. She recalls the campaign would crop in conversations everywhere they went and it was the talk of the town for a week. Amul’s sales figures jumped from 1000 tonnes a year in 1966 to 25000 tonnes a year in 1997. Whether it’s Dhoni’s exhausted contract, the Royal Departure, coming out in support of the devastating state of Australia, or Indian Grandmaster winning World Women’s Rapid Chess Championship, the adventures of the Amul Girl continue……. In the TVC, the emphasis is on the food and the kids. #amulstories #Repost @devikasaraogi ・・・ Spacely for you! Sign up for all the latest news, top galleries and trending videos from, Diwali Special Recipe: Smashed Raw Banana Fritters. Later, Surendranath and his team listed the differences between the original hoarding design and the 3D computer graphics and sent it to Toonz Animation that did the background and compositing of the moppet. Despite the veiled threats, none of the campaigns have ever been withdrawn. A 2001 campaign criticizing the Indian Airlines strike angered the authorities and was followed by a threat to stop supplying Amul butter on the plane if the ads were not taken down. In fact, the Facebook page, which was set up last year, now has 1.5 million followers. Case in point is our fascination with the new Reserve Bank of India governor Raghuraman Rajan.”, The famous hoarding on then Chief Minister of Bihar, Laloo Prasad Yadav, after the fodder scam in 1996, From 1960s to ’90s, da Cunha’s ad agency worked on one hoarding every month. It is essentially a computer-generated 3D model that has a 360-degree view and looks like a real-life figure as compared to a 2D figure that is one-dimensional. The Amul hoarding making a tongue-in-cheek comment on Trinamool Congress Chief Mamata Banerjee getting offended after a Jadavpur University professor circulated a picture spoofing her. What makes this ad unique, however, is that this is the first time the moppet has transformed from 2D (two-dimensional) to 3D (three-dimensional). Political leaders, such as Laloo Prasad Yadav, Mulayam Singh Yadav, Atal Behari Vajpayee and Lal Krishna Advani emerged as interesting characters in people’s minds. We needed to do this without losing her original character, which was the tricky part.”. Dr. Kurien had two directions for the creation of the mischievous little girl suggested as a mascot – it had to be easy to draw and be memorable. Our biggest concern was how would she look in the commercial. “Our presence on social networking sites has increased our readership and viewership. These events became significant for the Amul girl to comment on. Apart from the clever puns, what strikes home is the strong cross referencing that is a hallmark in every hoarding.