The Amul Mascot for the ages
Who isn’t familiar with the blue-haired girl with a polka dot frock that went on to become the most the adored mascot of the nation for over 5 decades now? Yes, you got that right, nation-wide loved, THE AMUL GIRL, who has created an iconic brand identity Eustace Fernandes, the art director of DaCunha Communications in came up with this ‘Utterly Butterly Delicious’ idea way past in 1966 for the launch of Amul advertising campaign for outdoor hoardings, something which could compete with the wildly expensive advertisements of that time. We all know what that led to! The cheeky little girl and the campaign went from outdoor hoardings to the hearts of the people in no time, becoming one of the most remembered ‘Tagline’ and ‘Brand Mascot’ of all time. Amul’s sales figures jumped from 1000 tons a year in 1966 to 25000 tons a year in 1997. Although the brand gained exceptionally positive response from the publi...