Sylvester daCunha, the man behind the iconic 'Amul Girl' no more

Sylvester daCunha

Advertising industry legend Sylvester daCunha, the co-creator of the renowned ‘Amul Girl’s utterly butterly’ campaign, passed away at 80 in Mumbai on June 20.

DaCunha envisioned the ‘Utterly Butterly’ campaign for Amul, the dairy brand owned by Gujarat-based milk cooperative, in 1966 which presented the ‘Amul Girl’, which continues till today.

“Very sorry to inform you about the sad demise of Shri Sylvester daCunha, Chairman of daCunha Communications last night (June 20) in Mumbai. The Amul family joins in mourning this sad loss,” tweeted Jayen Mehta, managing director of Gujarat Cooperative Milk Marketing Federation (GCMMF).

The blue-haired girl with long lashes, in a polka-dotted dress, has become the face of the 77-year-old brand. Over the years the mascot’s striking appeal has made it to hoardings, giving her opinions on day-to-day, controversial and political issues, all thanks to one man - Sylvester daCunha.

The girl was conceived in 1966 by an advertising agency for promoting company’s butter. Sylvester DaCunha, the-then chairman of the agency came up with the idea of using a young girl as the brand mascot.

Her illustrations with comments on controversial and current events in a witty manner with wordplay and puns became a hallmark of the milk company’s campaigns till date. The advertisements became relatable and engaging for the audience and the girl quickly became a beloved brand figure in India with its consistent presence in advertising campaigns for decades.

Tributes and condolences for Sylvester daCunha were showered in, including Congress leaders Jairam Ramesh, and TMC MP Derek O'Brien.

Now, Rahul daCunha, Sylvester daCunha’s son, has taken over the responsibility of the advertising agency started by his father.

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