The advertising world mourns the loss of Sylvester daCunha, the visionary behind one of India’s most beloved advertising campaigns. Sylvester daCunha, Chairman of daCunha Communications, passed away on Tuesday, leaving behind a legacy that will forever be etched in the hearts of millions. His association with the Gujarat Milk Marketing Federation and the Amul brand spanned several decades, making him an integral part of the company’s success.
DaCunha’s most iconic creation, the Amul Girl, captured the imagination of the nation when the campaign was launched in 1966. Serving as the Managing Director of the advertising agency ASP at the time, daCunha worked alongside art director Eustace Fernandes to bring the Amul Girl to life.
The Amul Girl quickly became a household name, recognized for her polka-dotted frock, blue hair, and rosy cheeks. With her witty one-liners addressing topical issues, she became a symbol of wit, charm, and social commentary.
In the book “Amul’s INDIA 3.0,” it is revealed that daCunha’s intention was to create a mascot that would resonate with both mothers and children. The decision was made to depict a child as the face of the brand. With daCunha’s vision and guidance, Eustace Fernandes breathed life into the Amul Girl, giving her a personality that captured the hearts of the masses.
The famous catchphrase, “utterly butterly delicious,” associated with the Amul brand, was coined by Sylvester’s wife, Nisha daCunha. It added an extra layer of charm to the campaign, solidifying the Amul Girl’s place in the hearts and minds of consumers across the country.
The Amul Girl made her debut on lamp-post boards in Mumbai, adorned with the phrase, “Give us this day our daily bread: with Amul butter.” This simple yet impactful introduction marked the beginning of a phenomenon that would endure for decades.
Sylvester daCunha’s contribution to the advertising industry and his role in shaping the Amul brand cannot be overstated. His creative genius and ability to connect with consumers through memorable campaigns left an indelible mark on the advertising landscape in India.
As news of Sylvester daCunha’s passing spreads, tributes pour in from colleagues, clients, and admirers who recognize the immense impact he had on the industry. His dedication, vision, and passion for his craft will continue to inspire generations of advertisers and marketers to come.
The legacy of Sylvester daCunha lives on through the Amul Girl, who remains a timeless symbol of creativity, humor, and the power of effective advertising. Though he may no longer be with us, his contributions will forever be cherished, and his influence will continue to shape the world of advertising for years to come.
