India’s famous Amul Girl, who’s wit, innocent face, and blue hair has won million of heart over the years, in October 2016 turned 50-years-old.
The girl, who for the past 50 years has been nosing around in everything from sports to politics, is famous for her subtle yet cheeky one-liners.
Be it in 2014 when she was seen looking up at Prime Minister Narendra Modi with the line “Accha din-ner aaya hai.” Or taking a dig at his monogrammed suite with the tagline “And the highest court is…”, the Amul girl has given her opinion on all.
For past 50 years, the “Amul Girl” has always had a buttered toast in one hand and a prompt one-liner on her lips, which mostly projects people’s sentiments towards a particular situation.
Decades back, she had taken dig at Indira Gandhi’s move for sterilising during the Emergency (“We have always practised compulsory sterilisation,”) and few years ago, she again had expressed her sentiments when Aamir Khan’s statement on growing intolerance had made people sweat – “Aal izz hell or aal izz well?
Her wit was even admired by PM Modi on his last birthday, when in response to their wishes he had tweeted…
Thank you. Your sense of humour has always been widely admired. https://t.co/p5UcX8Gszm— Narendra Modi (@narendramodi) September 17, 2016
The fact is the ‘Amul girl’ is the nice little brat who gets away with a lot, just because of her wide-eyed innocence, which always acts as a counterpoint to her stinging wit on a serious situation.
Further, her wittiness acts a “ray of sunshine” as “India gets darker” according to Rahul daCunha who is the man behind Amul’s campaigns.
“As India gets darker, the campaign is a ray of sunshine to make people laugh about what they are feeling dark about.” – Rahul daCunha, Creative director, daCunha Communications
It was Rahul’s father Sylvester daCunha, who in 1966 along with illustrator Eustace Fernandes and Usha Katrak, had started the Amul Campaign.
While the ads had initially started with the aim of selling butter, Sylvester took it to the next level and decided to pitch it differently.
“My dad realised that there was only so much one could say about food. There was no television and print was wildly expensive. An outdoor hoarding was a good way to inform people.”
Thus the now famous ad “Thoroughbread” came out in March 1966, which was their first topical ad aimed at horse racing, which was becoming big.
There was no turning back from there and soon the famous slogan, Utterly Butterly Delicious had become popular all over India.
Sylvester, in early 1990 handed over the reigns to his son Rahul daCunha.
He at that time he just had one advice for his son, which Rahul to date he follows by heart.
“Don’t get into too much trouble, but say things the way they need to be said.”