Ganpati visarjan is a huge draw in Maharashtra, Modi is a hot topic in Gujarat and cricket scam is significant in Jaipur.”, In 2011 when the Amul billboard ridiculed Satyam’s then chairman Ramalinga Raju after the Rs 7000 crore scam, Satyam board demanded a written apology from Amul. Copyright © 2020 Zee Entertainment Enterprises Limited. Dr. Kurien had two directions for the creation of the mischievous little girl suggested as a mascot – it had to be easy to draw and be memorable. Our biggest concern was how would she look in the commercial. #milk #amul #beverages #healthylifestyle #russianinindia #indianfood #jaipur #rajastan #elefant #travels #triptoindia #streetartglobe #streetart, A post shared by Amul – The Taste of India (@amul_india) on Sep 11, 2018 at 11:26am PDT. From a black-to-white fuller avatar to a coloured, slimmer form, from the god-fearing tiny tot to the mischievous moppet making witty repartees, the mascot has been undergoing a transformation consistently. *BrandMedia: BrandMedia promotes branded content, using storytelling formats similar to traditional media content. The round-eyed, chubby-cheeked little girl, donning a white dress with red polka-dots and a tied up pony was created as a response to the rival brand Polson’s girl; the Amul Girl is the abstraction of Dr. Verghese Kurien, The Father Of White Revolution and the Founder-Chairman of Gujarat Co-operative Milk Marketing Federation the co-operative body that manages Amul. Turning back time The Amul mascot was created in 1966 by cartoonist Eustace DeSouza and Sylvester da Cunha, founder-chairman of DaCunha Communications. The mascot started commenting on current affairs in a more tongue-in-cheek manner and the billboards became more edgy. Sign up for all the latest news, top galleries and trending videos from, Diwali Special Recipe: Smashed Raw Banana Fritters. Then we took a call on which topic would appeal in which part of the country. #amulstories #Repost @devikasaraogi ・・・ Spacely for you! Amul’s sales figures jumped from 1000 tonnes a year in 1966 to 25000 tonnes a year in 1997. Mane says, “People loved it. In July 2011 the ad ‘Maine Kyaa Khaya’ for Suresh Kalmadi found guilty over the 2010 Commonwealth Games scam, was pulled down by party Workers in Pune. Those 30 seconds were mortifying. Case in point is our fascination with the new Reserve Bank of India governor Raghuraman Rajan.”, The famous hoarding on then Chief Minister of Bihar, Laloo Prasad Yadav, after the fodder scam in 1996, From 1960s to ’90s, da Cunha’s ad agency worked on one hoarding every month. Apart from the clever puns, what strikes home is the strong cross referencing that is a hallmark in every hoarding. Over there, the focus is not on the product but on what she is saying. Since 1967[6] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot was first used for Amul butter. In fact, the smallest of things is reported widely. Later, Surendranath and his team listed the differences between the original hoarding design and the 3D computer graphics and sent it to Toonz Animation that did the background and compositing of the moppet. The first hoarding that da Cunha senior and Fernandes created said, ‘Give us this day our daily bread with Amul Butter.’ The mascot was first used for Amul butter. Likewise, Rane’s illustration of personalities caught in a fix drives home the point of the one-liners effectively. Jhaveri juxtaposes two seemingly different ideas in one line, thanks to his vast knowledge of popular culture including Bollywood films, epics such as Ramayana and the Mahabharata and Hinglish. Neerja actress Sonam Kapoor received a super cute doodle made by Amul where they saluted the braveheart Neerja Bhanot with this Amul doodle! 50 years of Amul: How an advertisement for butter transformed into witty social commentary A new book — Amul India 3.0 published by HarperCollins India — chronicles the metamorphosis of what began as a simple ad campaign for a ubiquitous product like butter, … What makes this ad unique, however, is that this is the first time the moppet has transformed from 2D (two-dimensional) to 3D (three-dimensional). Da Cunha explains, “Last week both of us discussed about how Narendra Modi being announced as Bharatiya Janata Party’s Prime Minister candidate, Shreesanth facing a probable life ban due to the spot fixing scam, Anant Chaturdashi and the juvenile getting only three year imprisonment sentence in the Nirbhaya rape case were significant events. “We were working on Amulya and discussing packaging options,” Sinha shared.” When we asked Dr. Kurien, which option he liked, he looked at us and shrugged saying you guys tell me. I remember it was our favorite topic of discussion for the next week!”. Amul Girl’s craze didn’t end at being the talk of the town for a week. Also today the Indian society has become very glamour- oriented. A gathered crowd on the side of a Mumbai road usually means a mishap or a brawl. We did various versions with perfect features. That’s when da Cunha senior thought of the line, ‘Utterly butterly delicious’. Kailash Surendranath, founder of Kailash Picture Company Pvt Ltd, who directed the commercial says, “We got a two-fold brief from the company. The Amul girl advertising has often been described as one of the best Indian Advertising concepts because of its humour. We needed to do this without losing her original character, which was the tricky part.”. Despite facing political pressure at various instances DaCunha’s agency has managed to find the balance between playing it safe and making an impact and also standing up whenever required. Over the years Amul Girl has claimed an interminable spot in the Indian pop culture phenomenon. Explore lot more about Amul Butter Girl , pictures, breaking news and find Bollywood actors and actress photos, videos. Opinion: Cashbacks & Discounts: Is the post-COVID consumer reward ready? It is essentially a computer-generated 3D model that has a 360-degree view and looks like a real-life figure as compared to a 2D figure that is one-dimensional. Kajal Aggarwal and Gautam's Maldives honeymoon will make you jealous, Bhumi Pednekar's Durgamati compared to Anushka Shetty's Bhaagamathie, Man with 5 wives assaults his son's 19-year-old wife over property dispute, IND vs AUS: Ishant Sharma ruled out of Test series, IND vs AUS 1st ODI: Australia win toss, opt to bat against India, Mumbai Crime: Woman molested on local train by man who saved her from armed chain-snatcher. No one said anything. As their attention span is shorter now and they are very active on Twitter and Facebook, we get constant feedback from them. She is mostly seen looking down at us from billboards, but now she has got a novel avatar. At that time, the mascot sported a fuller figure. .hide-if-no-js { Since then Amul ads have captured the tone of relevance around the real-world happenings and portray opinions on several subjects as a social observer that may hold national or political importance. First, to show that kids are adding Amul butter to their food and secondly, to present the mascot in 3D animation and progress from the 2D illustrated character that we all know. #amul #thetasteofindia #amulgirl #gauhatiuniversity, A post shared by Amul – The Taste of India (@amul_india) on Mar 15, 2017 at 7:11pm PDT, Thanks @yuri_1406 #amulstories – cheers!!! The Amul Girl is also an inspiration and a source of adaptation for several illustrations, street art and cosplay in today’s pop culture and it seems the phenomenon has been passed down generations. one . She recalls the campaign would crop in conversations everywhere they went and it was the talk of the town for a week. Every day, the page gets as many as 4,000-7,000 likes. In December 2011, an ad poking fun at Mamata Banerjee got Amul into trouble in Kolkata.