On Tuesday (June 20), Sylvester daCunha, the creative genius behind the legendary Amul Girl 'utterly butterly' campaign, sadly passed away.
Sylvester, who was the Managing Director of the advertising agency ASP at the time, designed the campaign in 1966 with the art director Eustace Fernandes.
The Amul mascot, recognized for her polka-dotted frock, blue hair, and rosy cheeks, became a beloved figure known for her witty one-liners on topical issues.
Sylvester daCunha aimed to create a mascot that would resonate with mothers and children, resulting in the decision to depict a child as the face of the Amul brand.
The visual concept was explained by Sylvester to Eustace Fernandes, who brought the Amul Girl to life. The campaign's famous catchphrase, "utterly butterly delicious," was coined by Sylvester's wife, Nisha da Cunha.
The news of Sylvester daCunha's passing was shared by Jayen Mehta, the Managing Director of Amul, expressing condolences on Twitter.
Sylvester, the Chairman of daCunha Communications, was considered a stalwart of the Indian advertising industry and had been associated with Amul since the 1960s. His loss is mourned by the Amul family.
Pavan Singh, the General Marketing Manager of Amul, also expressed his sorrow on LinkedIn, referring to Sylvester as a legend in the Indian advertising world.
Singh mentioned that he had the privilege of learning from Sylvester for nearly three decades and praised him for initiating the iconic topical campaign in 1966, which remains one of the longest-running advertising campaigns globally.
He emphasized Sylvester's contributions in taking the campaign from out-of-home media to print, TV, digital, and social media, expanding its reach and popularity across generations.
Singh fondly remembered Sylvester's advertising expertise, his nurturing nature, and his remarkable wit and sense of humor. He believes that Sylvester will be remembered forever in the minds and hearts of advertising and marketing professionals in India.
Sylvester, who was in his 80s, is survived by his wife Nisha and son Rahul daCunha. Having played an integral role in Amul's advertising division since the 1960s, Sylvester is credited with pioneering the concept of advertising based on contemporary events.
The Amul Girl advertisement, which began in 1966, celebrated its 50th anniversary in 2016.