Creator of Amul Girl Campaign Passes Away

We are all familiar with the iconic Amul Girl advertisement campaigns. It is the longest-running ad campaign in the world, since its development in 1967. The co-creator and designer of the Amul Girl, Sylvester daCunha passed away at the age of 80 on June 20, in Mumbai. The demise of this creative personality has saddened the country. Many political leaders, businessmen and advertising professionals have taken to social media to express their grief over Sylvester daCunha’s death.

The Amul Girl mascot was originally created to compete with Polson’s butter girl, Amul’s rival brand. The late Sylvester daCunha carried the idea forward. He wanted to come up with something that would attract the attention of every housewife in India and be simple and easy to draw as the design would have to be handpainted at that time. 

Soon, they came up with the Amul Girl mascot, who is a young, blue-haired girl wearing a white dress with red polka dots. The Amul Girl advertisement campaign has focused on every significant event in India, related to sports or politics and come up with a comedic statement linking it with Amul’s products. The element of humour has always made the advertisement campaign memorable and interesting.