New Delhi: The brand ambassador of Amul, for whom no issues is a taboo, completes half century on Tuesday. The sweet and cute cartoon character in polka dot frock with matching bow in her hair, has continued to charm with her slyly humour since 1960s.

To celebrate her 50the birthday, Amul and its creative partner DaCunha Communications have decided to launch a coffee table book on the iconic character.

“The great thing about Eustace Fernandes’ girl is the round face that can be adapted to be anybody. With Manmohan Singh, put a turban on her. It can be Indira Gandhi, give her a white streak. So it’s a supremely adaptable creation,” says Sylvester DaCunha, Founder-Chairman, DaCunha Communications.

The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings, painted bus panels and posters in Mumbai. The mascot, since then, has been mobilized to comment on many events of national and political importance like Emergency in India in 1975-77.

The journey of Amul girl was not so smooth as it got into controversies many a times. There was an ad during the Ganpati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take more). The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy Amul's office. Also Amul's Mr Coffee was in controversy. May this utterly buttery girl charm the nation with her tongue-in-cheek-humour for many years to come.


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