In India, Amul butter has become a staple in the majority of kitchens over the years. While the butter itself is the most trusted commodity, it became even more special because of its iconic mascot known as the ‘Amul Girl’, her chubby cheeks, winking eyes and cheeky humour became the soul of Amul, and for over five decades now, she has kept the endearing innocence with her clever advertisement. From billboards to butter packets, the ‘Utterly Butterly’ girl has become the face of not just a product, but an entire advertising legacy.
From Amul butter’s humble rise in the 1960s to becoming India’s largest-selling butter brand, the taste, the trust, and the mascot have revolutionised not just the Indian market but the advertising scene as well. What began as a simple campaign in 1966 soon transformed Amul into a marketing icon and has still remained the reigning brand when it comes to its ads. However, what is the story behind the iconic blue-haired girl? Let’s find out.
The birth of India’s most iconic ad mascot, the ‘Amul Girl’
ASP’s managing director, Sylvester daCunha took charge of the Amul account in 1966. At the time, Amul butter had a rather dull corporate image and failed to make the impact that aligned with the brand’s plans. Sylvester decided to take a creative leap and, instead of focusing on Amul’s quality, decided to bring the brand to life with a mascot that would resonate with the entire audience.
The team soon created a round-faced, big-eyed moppet with a mischievous wink, always holding a packet of butter, which changed the brand’s destiny forever. According to Amul’s website, art director, Eustace Frenandez stated:
“We needed someone who could resonate with housewives. Who better than a little girl?”
The first Amul Girl hoarding that stopped traffic
In 1967, the first Amul hoarding with the new mascot appeared in Mumbai, and the response was unimaginable. Onlookers were captivated by the uniqueness of the iconic blue-haired girl and the tagline that read, “Thoroughbred, Utterly Butterly Delicious Amul”. She quickly became a topic of conversation among adults and children, both of whom took a liking to the new icon. Sylvester daCunha recalled:
“The response was phenomenal. Our office was flooded with calls—both from adults and children—praising the ad. We knew we had a winner.”
From that very moment, there was no turning back from the Amul girl’s cheeky charm. She became a staple on billboards, bus shelters, and kiosks across India. Her playful innocence contrasted sharply with the dry, corporate tone of most other ads at the time. The mascot became the stamp of trust in the brand as people loved her, and the Amul brand began to shift from a boring product to a vibrant cultural icon.
Navigating the art of Topical humour with the Amul Girl
Amul took a fresh approach to stay current with its advertisements and the use of the Amul Girl, keeping up with the changing times. The brand dabbled in real-time events, politics, and social trends with clever humour. From commenting on the rise of the Hare Rama Hare Krishna movement in 1969 with “Hurry Amul, Hurry Hurry”, or poking fun at India’s political scene, Amul became a social commentator.
For decades, the Amul Girl offered humorous and witty takes on everything from Naxalite movements with their “Bread without Amul Butter, cholbe na cholbe na” tagline to the airline strikes with “Indian Airlines Won’t Fly Without Amul”. These ads brought humour to tense times, making Amul a familiar and beloved voice in Indian homes. Even today, every affair is addressed in the form of short cartoon sketches, remaining relevant with their observation and ability to lighten the mood.
When the Amul Girl became the centre of controversy with its bold moves
While the Amul girl was immensely adored, the ads were not without controversy. Some of the ad campaigns created massive political backlash, with one notorious incident involving an ad featuring the Amul girl wearing a Gandhi cap, which sparked outrage among political figures. The ad was quickly pulled down. However, that was not the end of controversies.
Amul’s ad during Ganpati celebrations, “Ganpati Bappa More Ghya”, enraged the Shiv Sena, who threatened to destroy Amul’s office unless the ad was removed. Nonetheless, despite these controversies, the team remained committed to pushing boundaries and making statements.
Amul Girl is a national treasure
Over the years, Amul’s advertising has become an integral part of Indian culture, with fans collecting the ads as memorabilia and others finding it an amusing way to stay up-to-date with what’s happening around them. Amul Girl has become more than just a mascot today, with a reign of over five decades; she is woven into the fabric of Indian life. Even as the brand evolves, her essence remains the same. While she is often transformed into different celebrities and political figures, her simple signature polka dot dress is ingrained in the memories of every Indian.
The Amul girl not only holds a place in the heart of the country but also in the Guinness Book of World Records for being the longest-running advertising campaign in the world. What began in 1966 has grown into a symbol of Indian advertising, and its success lies not just in the catchy slogans or clever humour, but in the fact that the Amul girl has remained relevant for decades.
What are your thoughts on the Amul Girl being the soul of the brand and the long-running queen of advertisement, humour, wit and legacy in not just the Indian but the global market?
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