Amul was started in 1957 but the brand mascot, the blue-haired girl in a polka dot dress first appeared in 1966.
Who would've thought it would withstand the test of time (and twitter) to become the longest-running billboard campaign!
Here's a 🧵 on the utterly butterly story 👇
Who would've thought it would withstand the test of time (and twitter) to become the longest-running billboard campaign!
Here's a 🧵 on the utterly butterly story 👇
1/ In 1966, Dr. Verghese Kurien, known as the father of the White Revolution & architect of Operation Flood (largest dairy development programme in the world) realised they needed a mascot and reached out to Sylvester Da Cunha's agency - the one behind the slogan & the Amul girl!
2/ Sylvester Da Cunha and his wife first came up with the slogan "Utterly Butterly Amul!"
The slogan met some scepticism as "butterly" is ungrammatical to which Dr. V Kurian said:
"it's utterly mad; but if you think it'll work, go ahead"
Next was to have a face for the slogan.
The slogan met some scepticism as "butterly" is ungrammatical to which Dr. V Kurian said:
"it's utterly mad; but if you think it'll work, go ahead"
Next was to have a face for the slogan.
3/ The Amul mascot had to be unique and speak about the brand image - a precious and timeless product that the consumers can trust.
Back in the day, Polson, which was synonymous with butter was a much bigger brand than Amul & had a little girl as their mascot!
Back in the day, Polson, which was synonymous with butter was a much bigger brand than Amul & had a little girl as their mascot!
4/ After a few tries, Eustace Fernandes, a cartoonist came up with a charming little girl in a white-red polka dot dress who we now see on billboards!
The first ever billboard went live in Mumbai with the tag line:
"Give us this day our daily bread: with Amul Butter"
The first ever billboard went live in Mumbai with the tag line:
"Give us this day our daily bread: with Amul Butter"
5/ The mascot was then used to comment on events of national/global & political importance like the Emergency in India in 1976, the Hare Krishna Movement & even the Palestine-Israel conflicts.
The ads had a unique ability to take a controversial subject & turn them into a joke!
The ads had a unique ability to take a controversial subject & turn them into a joke!
6/ They realised that the ads based on current events posed a challenge. It had to appear quickly once the issue broke, else they lost the wave.
They had to cut corners. Dr. Kurien put trust in Da Cunha and gave full creative control to the agency. A rare gesture for the times!
They had to cut corners. Dr. Kurien put trust in Da Cunha and gave full creative control to the agency. A rare gesture for the times!
7/ There were no TV's in 1960's, so press, outdoor, cinema and radio were the famous advertising channels.
For Radio, a jingle was created for which Shyam Benegal's daughter Pia gave her voice for the line "Utterly butterly delicious", which became the slogan we all know today👇
For Radio, a jingle was created for which Shyam Benegal's daughter Pia gave her voice for the line "Utterly butterly delicious", which became the slogan we all know today👇
8/ Since then, the world has seen billboards with a one liner and the nose-less Amul girl along with national and global figures.
Some of these ads from over the years for those of you who reached here 👇
Some of these ads from over the years for those of you who reached here 👇
9/ Today, @RahuldaCunha carries forward the family legacy and heads the team that handles the topical ads.
I learned all this after I read this brilliant book called Amul's India 3.0. There are so many more interesting Amul stories. Probably for another time and 🧵!
I learned all this after I read this brilliant book called Amul's India 3.0. There are so many more interesting Amul stories. Probably for another time and 🧵!
Bonus: Some more ads & tributes from over the years👇
