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Still fascinating us in her fifties, Amul Girl 

What would you call a brand, which is grounded to its roots and creates a remarkable ad campaign hinging upon a simple yet essential tool for creativity? A Genius!

The wide-eyed moppet adorning the polka dotted outfit is simply unmissable when it comes to Amul. Amul girl stands to be a stellar example of how a brand need not have a biggie to be its voice in the market. Cutting through the clutter, Amul’s ‘utterly butterly girl’ captivates the entire nation with her powerful opinions on the daily happenings. The key here is that it doesn’t miss out on having its brand positioned in a smart manner.

A product hailing from the brand built by the father of India’s White Revolution has seen phenomenal positivity and growth when it comes to the ‘Amul Girl’ ad campaign. A 50-year long walk on several bill boards, print ads and digital platforms, not only shows it a success but helps us sneak a peek into its method of responsible advertising. In a day and age, where most brands shy away from sharing their voice on certain issues, Amul Girl takes onto those topics, daringly; making her remarkably different than the rest. Born in 1966, at the DaCunha ad agency the Amul Girl has never given us a dull moment and managed to charm us with her clever one-liners. Her creators were Sylvester DaCunha, the founder-chairman of DaCunha Communications Eustace Fernandes, the Art Director at DaCunha Communications.
Here is what the first ad looked like

From here on began her journey of topical ads and she has been unstoppable ever since. Given the nature of Amul Ads being topical, they had to be pushed out immediately or the demeanor would be lost. Owing to which the agency had to not only take to account the timeliness of the advertisement but incorporate the right sentiments in their communication.

Not backing down from her style, Amul Girl retained her fearless quality. From scandals to scams, actors to politicians, brands to occasions, Amul Girl does not quit to quip.  Her constants bold moves have helped Amul build a trust factor within its audience.

Currently led by creative head Rahul DaCunha, copywriter Manish Jhaveri, and illustrator Jayant Rane, Amul Girl still flashes her bright smile and witty punches that took our minds to the visual appeal and feel of the ad.

The majority of their campaigns are specifically targeted to the regions on the lines of the trending topics. Half a century later, Amul’s ads still continue to draw eyeballs and outlive expectations with close to 6000 billboard hoardings being produced across India till date.

You’ve got it all!