<p>Sylvester daCunha, the brain behind the iconic 'utterly butterly delicious’ advertisement campaign for Indian dairy giant Amul, passed away on Tuesday in Mumbai.&nbsp;</p>

<p>Jayen Mehta, managing director of Gujarat Co-operative Milk Marketing Federation (GCMMF), announced daCunha's death.&nbsp;</p>

<p>"Very sorry to inform about the sad demise of Shri Sylvester daCunha, chairman of daCunha Communications last night (Tuesday) at Mumbai," said Mehta.&nbsp;</p>

<p>"A doyen of Indian advertising industry who was associated with Amul since 1960s. The Amul family joins in mourning this sad loss,” he added.&nbsp;</p>

<p>Sylvester daCunha was in his 80s and is survived by his wife Nisha and son Rahul. He leaves behind a legacy that very few have the good fortune of having.&nbsp;</p>

<h2><strong>Sylvester daCunha's legacy&nbsp;</strong></h2>

<p>Apart from conceiving the iconic tagline, daCunha was also responsible for the omnipresent, pun-loving 'Amul Girl' who has been gracing the covers of nearly every Amul ad campaign since then.&nbsp;</p>

<p>In 1966, Dr Verghese Kurien, the man responsible for the milk revolution in India, went to daCunha and provided him inputs regarding the ad campaign.&nbsp;It was then that daCunha&nbsp; conceived Amul’s mascot —&nbsp;a little, bubbly girl with big eyes in a dress with red polka dots and a matching ribbon in her hair, paired with red shoes. The artwork was brought to life by art director and illustrator&nbsp;Eustace Fernandes.</p>

<h2><strong>Tributes pour in&nbsp;</strong></h2>

<p>Tributes started pouring immediately after the news of his demise was announced.&nbsp;Senior Congress leader and parliamentarian Shashi Tharoor mourned the passing of&nbsp;daCunha saying he was a good friend of his father.&nbsp;</p>

<p>"Saddened by the passing of Amul’s 'UtterlyButterly' campaign creator Sylvester daCunha. He was a good friend of my father &amp; they worked together on the Advertising Club’s magazine “Solus”, for which Dad wrote a pseudonymous column. An era has passed. RIP," tweeted Tharoor.&nbsp;</p>

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<p dir="ltr" lang="en">Saddened by the passing of Amul’s 'UtterlyButterly' campaign creator Sylvester daCunha. He was a good friend of my father &amp; they worked together on the Advertising Club’s magazine “Solus”, for which Dad wrote a pseudonymous column. An era has passed. RIP <a href="https://t.co/NvuMPyiLzJ">https://t.co/NvuMPyiLzJ</a></p>
— Shashi Tharoor (@ShashiTharoor) <a href="https://twitter.com/ShashiTharoor/status/1671569025753837575?ref_src=twsrc%5Etfw">June 21, 2023</a></blockquote>
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<p>'Voice of Cricket' Harsha Bhogle took to Twitter and paid his respects to the advertising titan.&nbsp;</p>

<p>"In respect for one of the towering figures of Indian advertising.&nbsp;It was the generation of people like #SylvesterdaCunha who planted the seed of advertising in my mind. &nbsp;He made the industry richer and I am delighted to see his gifted son, Rahul da Cunha, keep the tradition going," tweeted Bhogle.</p>

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<p dir="ltr" lang="en">In respect for one of the towering figures of Indian advertising. 🙏🏽🙏🏽. It was the generation of people like <a href="https://twitter.com/hashtag/SylvesterdaCunha?src=hash&amp;ref_src=twsrc%5Etfw">#SylvesterdaCunha</a> who planted the seed of advertising in my mind. He made the industry richer and I am delighted to see his gifted son, Rahul da Cunha, keep the tradition…</p>
— Harsha Bhogle (@bhogleharsha) <a href="https://twitter.com/bhogleharsha/status/1671698857426821121?ref_src=twsrc%5Etfw">June 22, 2023</a></blockquote>
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<p><a href="https://www.wionews.com/videos/indian-pm-modi-invites-us-students-to-india-as-he-kicks-off-official-visit-607127"><strong>WATCH |&nbsp;Indian PM Modi invites US students to India as he kicks off official visit</strong></a></p>

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<p>&nbsp;</p>

<p>Trinamool Congress (TMC) leader Derek O'Brien shared one of his favourite Amul ads featuring the Amul Girl as a way to pay tribute to deCunha's legacy.&nbsp;</p>

<p>"Sylvester daCunha, advertising legend, genius behind the iconic 'Amul Girl', met his Great Creator In The Sky. Much respect and admiration. Here's one of my favourites from 2021. Pay tribute to Mr daCunha by sharing your most loved Amul ad."</p>

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<p dir="ltr" lang="en">Sylvester daCunha, advertising legend, genius behind the iconic 'Amul Girl', met his Great Creator In The Sky.<br />
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Much respect and admiration.<br />
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Here's one of my favourites from 2021.<br />
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Pay tribute to Mr daCunha by sharing your most loved Amul ad. <a href="https://t.co/3m8rYBlfug">pic.twitter.com/3m8rYBlfug</a></p>
— Derek O'Brien | ডেরেক ও'ব্রায়েন (@derekobrienmp) <a href="https://twitter.com/derekobrienmp/status/1671517517204815874?ref_src=twsrc%5Etfw">June 21, 2023</a></blockquote>
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<p>&nbsp;</p>

<p>Amul India GM Marketing, Pavan Singh paid his tributes by calling daCunha a legend.&nbsp;</p>

<p>“This campaign scaled new heights, moved seamlessly from OOH to print, TV &amp; then digital &amp; social media, enhancing its reach and popularity across multiple generations.”</p>

<p><a href="https://www.wionews.com/entertainment/hollywood-news-peta-india-lashes-amul-for-joaquin-phoenix-tribute-writes-the-jokes-on-you-280210"><strong>Also read |&nbsp;PETA India lashes Amul for Joaquin Phoenix tribute, writes 'The joke's on you'</strong></a></p>

<p><em>(With inputs from agencies)</em></p>

<p>&nbsp;</p>

<p><strong>WATCH WION LIVE HERE:&nbsp;</strong></p>

<p><iframe allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="350" loading="”lazy”" src="https://www.wionews.com/live-tv/embed?autoplay=1&amp;mute=1" width="100%"></iframe></p>


Sylvester daCunha, the brain behind the iconic 'utterly butterly delicious’ advertisement campaign for Indian dairy giant Amul, passed away on Tuesday in Mumbai.

Sylvester daCunha, the brain behind the iconic 'utterly butterly delicious’ advertisement campaign for Indian dairy giant Amul, passed away on Tuesday in Mumbai. Jayen Mehta, managing director of Gujarat Co-operative Milk Marketing Federation (GCMMF), announced daCunha's death. "Very sorry to inform about the sad demise of Shri Sylvester daCunha, chairman of daCunha Communications last night (Tuesday) at Mumbai," said Mehta. "A doyen of Indian advertising industry who was associated with Amul since 1960s. The Amul family joins in mourning this sad loss,” he added. Sylvester daCunha was in his 80s and is survived by his wife Nisha and son Rahul. He leaves behind a legacy that very few have the good fortune of having. Sylvester daCunha's legacy Apart from conceiving the iconic tagline, daCunha was also responsible for the omnipresent, pun-loving 'Amul Girl' who has been gracing the covers of nearly every Amul ad campaign since then. In 1966, Dr Verghese Kurien, the man responsible for the milk revolution in India, went to daCunha and provided him inputs regarding the ad campaign. It was then that daCunha conceived Amul’s mascot — a little, bubbly girl with big eyes in a dress with red polka dots and a matching ribbon in her hair, paired with red shoes. The artwork was brought to life by art director and illustrator Eustace Fernandes. Tributes pour in Tributes started pouring immediately after the news of his demise was announced. Senior Congress leader and parliamentarian Shashi Tharoor mourned the passing of daCunha saying he was a good friend of his father. "Saddened by the passing of Amul’s 'UtterlyButterly' campaign creator Sylvester daCunha. He was a good friend of my father & they worked together on the Advertising Club’s magazine “Solus”, for which Dad wrote a pseudonymous column. An era has passed. RIP," tweeted Tharoor. Saddened by the passing of Amul’s 'UtterlyButterly' campaign creator Sylvester daCunha. He was a good friend of my father & they worked together on the Advertising Club’s magazine “Solus”, for which Dad wrote a pseudonymous column. An era has passed. RIP https://t.co/NvuMPyiLzJ — Shashi Tharoor (@ShashiTharoor) June 21, 2023 × 'Voice of Cricket' Harsha Bhogle took to Twitter and paid his respects to the advertising titan. "In respect for one of the towering figures of Indian advertising. It was the generation of people like #SylvesterdaCunha who planted the seed of advertising in my mind. He made the industry richer and I am delighted to see his gifted son, Rahul da Cunha, keep the tradition going," tweeted Bhogle. In respect for one of the towering figures of Indian advertising. 🙏🏽🙏🏽. It was the generation of people like #SylvesterdaCunha who planted the seed of advertising in my mind. He made the industry richer and I am delighted to see his gifted son, Rahul da Cunha, keep the tradition… — Harsha Bhogle (@bhogleharsha) June 22, 2023 × WATCH | Indian PM Modi invites US students to India as he kicks off official visit × Trinamool Congress (TMC) leader Derek O'Brien shared one of his favourite Amul ads featuring the Amul Girl as a way to pay tribute to deCunha's legacy. "Sylvester daCunha, advertising legend, genius behind the iconic 'Amul Girl', met his Great Creator In The Sky. Much respect and admiration. Here's one of my favourites from 2021. Pay tribute to Mr daCunha by sharing your most loved Amul ad." Sylvester daCunha, advertising legend, genius behind the iconic 'Amul Girl', met his Great Creator In The Sky. Much respect and admiration. Here's one of my favourites from 2021. Pay tribute to Mr daCunha by sharing your most loved Amul ad. pic.twitter.com/3m8rYBlfug — Derek O'Brien | ডেরেক ও'ব্রায়েন (@derekobrienmp) June 21, 2023 × Amul India GM Marketing, Pavan Singh paid his tributes by calling daCunha a legend. “This campaign scaled new heights, moved seamlessly from OOH to print, TV & then digital & social media, enhancing its reach and popularity across multiple generations.” Also read | PETA India lashes Amul for Joaquin Phoenix tribute, writes 'The joke's on you' (With inputs from agencies) WATCH WION LIVE HERE:

Tributes pour in as 'Amul girl' creator Sylvester daCunha dies

<p>The Twitter account of Amul, a well-known and famous dairy cooperative, was deactivated temporarily after the much famous 'Amul girl' topical was released on 'Boycott of Chinese Products' with the copy 'Exit the Dragon?'.</p>

<p>However, Twitter has maintained that the action was taken for the safety of the account. The matter has been taken up by Amul with Twitter.&nbsp;</p>

<p>The account was deactivated on June 04 and after the company complied with the reactivation process, the account was live the next morning.&nbsp;&nbsp;</p>

<p>"Amul Butter girl spare none, favour none and fears none. She tells the mood of nation", Amul told WION, when asked about the incident.&nbsp;</p>

<p>While the company has said it wasn't informed about the deactivation, Twitter says the action was strictly&nbsp;for safety and security of the account, and not related to the content published.&nbsp;</p>

<p>A twitter spokesperson told WION, "The account was caught in our spam filter. Safety and security of the accounts is a key priority for us and sometimes to ensure an account has not been compromised we require the account owner to complete a simple reCAPTCHA process also termed as an ‘anti-spam’ challenge."</p>

<p>Explaining, "These challenges are simple for authentic account owners to solve, but difficult (or costly) for spammy or malicious account owners to complete. Once the account clears this security step, as was the case with @Amul_Coop, the account regains full access. To protect the accounts we routinely require them to clear this &nbsp;security key for login verification.”</p>

<p>Twitter has suggested a two-factor authentication and Regularly review any third-party applications to make the account safer.</p>

<p>Amul Topical with the 'Amul Girl' first came up in 1966 and has been a chronicler in many ways from the elections of PMs and Presidents, Brexit, lockdown due to COVID-19, sports events, movies to first time airing of Ramayana and Mahabharat in 1987 and 1989, to even events like Emergency in India in 1976.&nbsp;</p>


The Twitter account of Amul, a well-known and famous dairy cooperative, was deactivated temporarily after the much famous 'Amul girl' topical was released on 'Boycott of Chinese Products' with the copy 'Exit the Dragon?

The Twitter account of Amul, a well-known and famous dairy cooperative, was deactivated temporarily after the much famous 'Amul girl' topical was released on 'Boycott of Chinese Products' with the copy 'Exit the Dragon?'. However, Twitter has maintained that the action was taken for the safety of the account. The matter has been taken up by Amul with Twitter. The account was deactivated on June 04 and after the company complied with the reactivation process, the account was live the next morning. "Amul Butter girl spare none, favour none and fears none. She tells the mood of nation", Amul told WION, when asked about the incident. While the company has said it wasn't informed about the deactivation, Twitter says the action was strictly for safety and security of the account, and not related to the content published. A twitter spokesperson told WION, "The account was caught in our spam filter. Safety and security of the accounts is a key priority for us and sometimes to ensure an account has not been compromised we require the account owner to complete a simple reCAPTCHA process also termed as an ‘anti-spam’ challenge." Explaining, "These challenges are simple for authentic account owners to solve, but difficult (or costly) for spammy or malicious account owners to complete. Once the account clears this security step, as was the case with @Amul_Coop, the account regains full access. To protect the accounts we routinely require them to clear this security key for login verification.” Twitter has suggested a two-factor authentication and Regularly review any third-party applications to make the account safer. Amul Topical with the 'Amul Girl' first came up in 1966 and has been a chronicler in many ways from the elections of PMs and Presidents, Brexit, lockdown due to COVID-19, sports events, movies to first time airing of Ramayana and Mahabharat in 1987 and 1989, to even events like Emergency in India in 1976.

Amul account deactivated after 'boycott China' post; Twitter says due to security concerns

<p>She is the mascot used by an Indian dairy brand. She is a young Indian girl dressed in a polka-dotted dress, who makes powerful social commentary. She is the brand ambassador of Amul. She is the Amul girl!</p>

<p>The advertising mascot used by India&#39;s dairy brand Amul turns 50 this October.</p>

<p>The character was conceptualised by Sylvester da Cunha in 1966 along with illustrator Eustace Fernandes and Usha Katrak, among others.</p>

<p>Amul has constantly run into trouble with companies and political parties for their advertisements and campaigns. In 2001, Indian Airlines threatened to pull Amul butter from their airlines after they ran a campaign criticising their strike.</p>

<p>&ldquo;As India gets darker, the campaign is a ray of sunshine to make people laugh about what they are feeling dark about,&rdquo; Rahul daCunha, creative director of daCunha Communications and the man driving the Amul campaign, told ET Magazine.</p>

<p>On the occasion of Amul&#39;s 50 year anniversary, WION looks at some of the company&#39;s advertisements which tickled our funny bone and made a social commentary while promoting the brand.</p>

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<p>Amul&#39;s advertisements on the occasion of Bob Dylan&#39;s win of the Nobel Literature Prize. (Image source: Amul&#39;s website) (Others)</p>
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<p>The blue haired girl is shown in the middle of two arguing US presidential candidates. The ad comments on the rivalry between the two as well as cleverly suggests that there should be no &#39;argument&#39; about Amul. (Others)</p>
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<p>&#39;Going Fawad or thinking backward&#39;, the advertisement tried to highlight the ongoing discussion on the ban of Pakistani artists in India. (Others)</p>
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<p>The Amul girl became a devotee on the occasion of Durga Puja celebrations worshipping goddess Durga. The ad&#39;s tagline encouraged everyone to &#39;sher&#39; (share) it with all, word-playing on the goddess&#39; mode of travel - a sher (lion). (WION)</p>
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<p>&#39;Amul wins taste test&#39; read the brand&#39;s advertisement when India made news by topping the Test rankings. (WION)</p>
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<p>The war over waters of India&#39;s Cauvery river also featured on Amul&#39;s advertisement poster. (Others)</p>
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<p>&nbsp;</p>

<p>(WION)</p>


The blue haired girl in a polka-dotted dress has been the mascot of Amul for five decades

She is the mascot used by an Indian dairy brand. She is a young Indian girl dressed in a polka-dotted dress, who makes powerful social commentary. She is the brand ambassador of Amul. She is the Amul girl! The advertising mascot used by India's dairy brand Amul turns 50 this October. The character was conceptualised by Sylvester da Cunha in 1966 along with illustrator Eustace Fernandes and Usha Katrak, among others. Amul has constantly run into trouble with companies and political parties for their advertisements and campaigns. In 2001, Indian Airlines threatened to pull Amul butter from their airlines after they ran a campaign criticising their strike. “As India gets darker, the campaign is a ray of sunshine to make people laugh about what they are feeling dark about,” Rahul daCunha, creative director of daCunha Communications and the man driving the Amul campaign, told ET Magazine. On the occasion of Amul's 50 year anniversary, WION looks at some of the company's advertisements which tickled our funny bone and made a social commentary while promoting the brand. Amul's advertisements on the occasion of Bob Dylan's win of the Nobel Literature Prize. (Image source: Amul's website) (Others) × The blue haired girl is shown in the middle of two arguing US presidential candidates. The ad comments on the rivalry between the two as well as cleverly suggests that there should be no 'argument' about Amul. (Others) × 'Going Fawad or thinking backward', the advertisement tried to highlight the ongoing discussion on the ban of Pakistani artists in India. (Others) × The Amul girl became a devotee on the occasion of Durga Puja celebrations worshipping goddess Durga. The ad's tagline encouraged everyone to 'sher' (share) it with all, word-playing on the goddess' mode of travel - a sher (lion). (WION) × 'Amul wins taste test' read the brand's advertisement when India made news by topping the Test rankings. (WION) × The war over waters of India's Cauvery river also featured on Amul's advertisement poster. (Others) × (WION)

Amul Girl: Indian dairy brand's mascot turns 50

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Tributes pour in as 'Amul girl' creator Sylvester daCunha dies

Amul account deactivated after 'boycott China' post; Twitter says due to security concerns

Amul Girl: Indian dairy brand's mascot turns 50