Iconic Amul Girl Creator Sylvester daCunha Dies, Tributes Pour In

The man behind the iconic Amul Girl ad is no more. Sylvester daCunha passed away on Tuesday in Mumbai, and Amul announced his death on Wednesday. He is credited with designing the Amul Girl campaign in the 1960s, which became a popular face of the dairy brand.

Amul’s Managing director, Jayen Mehta, tweeted on Wednesday about daCunha’s demise. He wrote, "The Amul family joins in mourning this sad loss."

Tributes For Sylvester daCunha

Pavan Singh, Amul’s general marketing manager, called Sylvester daCunha the "legend of the Indian advertising world" and credited him for designing "one of the longest continuously running advertising campaigns in the world."

He mentioned that the campaign had reached new heights, moving from out-of-home advertising to print, TV, digital, and social media, promoting its reach and popularity across several generations.

Tributes from prominent politicians have also been pouring in for Indian advertising guru Sylvester daCunha. Congress politician Sashi Tharoor wrote, "An era has passed; RIP," and expressed his grief over hearing the news. Derek OBrien, a Trinamool Congress politician, shared his favourite Amul ad and expressed his "respect and admiration" for daCunha.

After Sylvester daCunha's advertising agency was given the account of Amul, he designed the iconic "Amul Girl" ad campaign in 1996. The mascot is a mischievous girl with blue hair in a ponytail and a gown with polka dots. The image first appeared on a few billboards in Mumbai and went on to become a significant part of the brand’s history.

The mascot has also become a social commentator over the years. The brand had featured her in tongue-in-cheek ads on almost every important event in India, from political scams to sports championships.

Amul is a dairy cooperative brand based in Gujarat, which happens to be one of the largest milk producers in the world. Amul’s dairy products have been an ever-present product for several generations in India. The brand is also one of India’s leading and largest milk producers.

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