Chubby Cheeks and Polka Dots, Meet our favourite Mascot of the Century!

A mascot like no other and an ad campaign that is still loved by one and by all!

Did the title ring a bell? Yes, we are talking about none other than our animated social activist, who represents the views and voices of many in our nation. She is the Amul Girl, a hand drawn cartoon on a polka dotted frock, with blue hair tied up in a half ponytail. The Amul Girl Ad Campaign is one of the oldest and most successful advertisement campaigns of the country. It is described as one of the best campaigns because of its originality and authenticity of concept and humour.

Initiated as a strategic response to a rival in 1967, the Amul Girl was designed, keeping in mind the feasibility to paint it on walls and buses. It was executed by Sylvester Da Cunha and Eustace Fernandez, and is currently handled by Rahul daCunha of the daCunha Communications. Till date, Amul campaigns do not fail to amuse us with their advertisements. Amul’s partnership with daCunha Communications has been reported as one of the most creative partnerships, giving its consumers ads which are always enjoyable.

Not only brand promotion, Amul aims to put limelight on social issues and controversies, eliciting a giggle out of you. From politics to the film industry, from sports to corporates, Amul reaches all the sectors through its quirky advertisements.

For instance, when Sundar Pichai became the CEO of Google, a proud moment for all of us, Amul released an advertisement saying “ Sundar, Piyo Chai! Amul, Indian Born and Bread”. On the release of the movie Bajrangi Bhaijaan, which won hearts of many, Amul released its own content saying “Butterangi Bhaijaan! Amul, Loved across borders”. These are just samples, thousands of advertisements, almost three in a day, never fail to amuse us.

Amul advertisements are brave, which make it stand out of the crowd. Most FMCG companies prefer staying out of social and controversial matters, but Amul jumps in to steal our hearts away with its wit and presentation. Not only touching social issues, media strategy of Amul is crisp, consistent and clear, always capturing the top corner of the third page in main newspapers. Its audio-visual advertisements also promote togetherness among a family and deliver the message of how Amul caters to the needs of all age groups in a family, which is undoubtedly true.

Despite sticking by the right and promoting awareness and morals, Amul has sometimes found itself in major controversies like its sketches released on criticizing the Indian Airlines Strike, or the Satyam Computer Services Ltd Scam, where it was threatened to stop its product’s supplies in their organisations. But did we say that nothing can keep Amul from its efforts towards giving us a good laugh, and the wrong doers, a good scoff.

Concluding, to us, it is very unique for a brand to have a brand promotion and advertising strategy, which is not a particular campaign for an extended period, but an effort towards addressing every issue that concerns a common man. This simple yet consistent brand strategy is unique and utterly-butterly amazing to us!