Amul’s ‘Utterly Butterly’ campaign creator no more

New Delhi: Advertising veteran Sylvester daCunha, the man behind Amul’s iconic advertising campaign, passed away on Tuesday night.

daCunha was a prominent figure in the Indian advertising industry and played a significant role in shaping the brand communication and advertising strategies for Amul.

He, along with his art director Eustace Fernandes, conceptualised the famous ‘Utterly Butterly’ girl campaign for Amul in 1966. This campaign became one of the longest-running advertising campaigns in the world, seamlessly transitioning from out-of-home (OOH) advertisements to print, television, and eventually digital and social media platforms. Its enduring popularity and reach across multiple generations are a testament to daCunha’s creativity and strategic vision.
Pawan Singh, General Manager-Marketing at Amul India, paid tribute to daCunha and expressed his gratitude for having learned the art of brand communication and advertising from him over nearly three decades.

Singh also mentioned that daCunha had designed the Amul Cheese Boy mascot in the late 1990s and early 2000s, possibly as a way of acknowledging Singh’s contributions to building the category.

Amul’s Managing Director Jayen Mehta expressed his condolences, stating that he was deeply saddened by the demise of Sylvester daCunha. Mehta described daCunha as a doyen of the Indian advertising industry and highlighted his long association with Amul since the 1960s.

Sylvester daCunha’s contributions to the advertising industry, particularly his work with the Amul campaign, have left an indelible mark. His creative vision and ability to connect with audiences through innovative advertising strategies will be remembered and celebrated by the industry.

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