******************************** ******************************** /*************************** Typekit code ****************************/ mightaswell: The Amul Ad campaign

Friday, September 10, 2004

The Amul Ad campaign

Posted by Hello

It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul Butter. The butter, which had been launched in 1945, had a staid, boring image.Sylvester daCunha decided it was time for a change of image.

The year he took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else.

The Amul girl who lends herself so completely to Amul butter, created as a rival to the Polson butter girl. This one was sexy, village belle, clothed in a tantalising choli all but covering her upper regions. "Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart. And who better than a little girl?" says Sylvester daCunha. And so it came about that the famous Amul Moppet was born.

{ thanx Dnyani }


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