In an India, where cartoons in a school textbook create political furore,The retailer stores have authenticlouisvuittonshoes an overwhelming response coming straight. a tongue-in-cheek humour brought alive by the mascot of a butter brand has survived – rather thrived — for 50 years now.
Yes, the girl in a polka dotted dress, with a matching bow in her hair, for whom no subject is taboo, no individual beyond her jibes, whom we know fondly as the Amul Girl, has just completed half a century peering down billboards.
Amul and its creative partner daCunha Commu-nications have put out close to 6,000 billboards pan-India. Starting with product-specific campaigns that were run mostly in print and radio, the first billboard appeared in 1966 - the Amul moppet kneeling in prayer, with one eye closed and another on the pack of butter with the words, “Give us this day our daily bread with Amul Butter.” It drew instantaneous reactions from the public about her ‘cuteness’ and since then there has been no looking back.
No offence, none taken
The Amul girl was the result of her co-creator, Sylvester daCunha’s vision of a “child, someone impish and lovable” to mouth the line, “utterly butterly delicious (the brand’s tagline that was originally objected to on the grounds that ‘butterly’ was grammatically incorrect). But this ‘child’s’ ability to so good naturedly rib people and get away with it may not be incidental.
lpana Parida, president, DY Works,Canvas wall art,bestiwcwatches for sale. a brand solutions firm that has designed a coffee table book to commemorate 50 years of Amul hoardings, says consumer’s association with her is at a deeper level.
She explains the semiotic significance of the moppet: “Amul butter is the product that epitomises the brand. In our mythology, Bal Krishna’s love for butter is well known and still celebrated. Further, Krishna represents the innocent naughtiness every mother wants in her own child. In that context, the Amul girl is Bal Krishna. She is extremely lovable and all her transgressions forgiven.”
There is another take on the moppet’s continued popularity. Earlier this year, after ex-railway minister, Dinesh Trivedi suffered a severe backlash from his own political party supremo, Mamata Banerjee over increased railway fares. Amul, in its characteristic style, almost instantaneously put out a billboard on the issue in Kolkata. There was an uproar about this but it didn’t make headlines as did the party’s antics over arresting a professor for distributing some ‘objectionable’ cartoons. Why this variation?
Rahul daCunha, MD and creative head, daCunha Communications attributes it to the regard held by even the polity for the brand.It has been quite a while that we had seen some christianlouboutinshoes coming straight. “Amul is one of the oldest and best known, fully Indian brands and holds a special place in our place.if you like buychristianlouboutin,please search online for a cheaper price. It is also at the end of the day a co-operative. I guess these factors do play a role in influencing the way everyone interacts and views the brand itself,” says daCunha.
That said, he doesn’t deny the necessity for being responsible in their communication; to ensure that no party is offended and there is no negative impact on the brand.The watches consists of eight smaller individual cubes. That doesn’t mean that sensitive topics be avoided but rather strategies be reworked. Case in point: the professor arrest case in Kolkata. A hoarding on the issue was put out, albeit everywhere but in Kolkata.
Yes, the girl in a polka dotted dress, with a matching bow in her hair, for whom no subject is taboo, no individual beyond her jibes, whom we know fondly as the Amul Girl, has just completed half a century peering down billboards.
Amul and its creative partner daCunha Commu-nications have put out close to 6,000 billboards pan-India. Starting with product-specific campaigns that were run mostly in print and radio, the first billboard appeared in 1966 - the Amul moppet kneeling in prayer, with one eye closed and another on the pack of butter with the words, “Give us this day our daily bread with Amul Butter.” It drew instantaneous reactions from the public about her ‘cuteness’ and since then there has been no looking back.
No offence, none taken
The Amul girl was the result of her co-creator, Sylvester daCunha’s vision of a “child, someone impish and lovable” to mouth the line, “utterly butterly delicious (the brand’s tagline that was originally objected to on the grounds that ‘butterly’ was grammatically incorrect). But this ‘child’s’ ability to so good naturedly rib people and get away with it may not be incidental.
lpana Parida, president, DY Works,Canvas wall art,bestiwcwatches for sale. a brand solutions firm that has designed a coffee table book to commemorate 50 years of Amul hoardings, says consumer’s association with her is at a deeper level.
She explains the semiotic significance of the moppet: “Amul butter is the product that epitomises the brand. In our mythology, Bal Krishna’s love for butter is well known and still celebrated. Further, Krishna represents the innocent naughtiness every mother wants in her own child. In that context, the Amul girl is Bal Krishna. She is extremely lovable and all her transgressions forgiven.”
There is another take on the moppet’s continued popularity. Earlier this year, after ex-railway minister, Dinesh Trivedi suffered a severe backlash from his own political party supremo, Mamata Banerjee over increased railway fares. Amul, in its characteristic style, almost instantaneously put out a billboard on the issue in Kolkata. There was an uproar about this but it didn’t make headlines as did the party’s antics over arresting a professor for distributing some ‘objectionable’ cartoons. Why this variation?
Rahul daCunha, MD and creative head, daCunha Communications attributes it to the regard held by even the polity for the brand.It has been quite a while that we had seen some christianlouboutinshoes coming straight. “Amul is one of the oldest and best known, fully Indian brands and holds a special place in our place.if you like buychristianlouboutin,please search online for a cheaper price. It is also at the end of the day a co-operative. I guess these factors do play a role in influencing the way everyone interacts and views the brand itself,” says daCunha.
That said, he doesn’t deny the necessity for being responsible in their communication; to ensure that no party is offended and there is no negative impact on the brand.The watches consists of eight smaller individual cubes. That doesn’t mean that sensitive topics be avoided but rather strategies be reworked. Case in point: the professor arrest case in Kolkata. A hoarding on the issue was put out, albeit everywhere but in Kolkata.
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