Amul girl

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Amul girl is the advertising mascot used by Amul, an Indian dairy cooperative. The Amul girl is a hand-drawn cartoon of a young Indian girl dressed in a polka-dotted frock with blue hair and a half pony tied up. She is known for her witty and humorous take on current events and trends, which are depicted in the form of advertisements, often referred to as "Amul Butter ads."

History

The Amul girl was created in 1966 by Sylvester daCunha and Eustace Fernandes as part of an advertising campaign for Amul Butter. The campaign was a response to the rival brand Polson, which was the market leader at the time. The Amul girl quickly became popular due to her satirical and topical commentary on various issues, ranging from politics to sports and entertainment.

Advertising Campaigns

The Amul girl advertisements are known for their clever wordplay and puns. They often feature the Amul girl commenting on recent events, making them highly topical and relevant. These ads are displayed on billboards, newspapers, and social media platforms, making them accessible to a wide audience.

Notable Campaigns

• Emergency (1975-1977): During the Indian Emergency, the Amul girl ads subtly critiqued the political situation without directly offending the authorities.
• Cricket World Cup: The Amul girl has been a regular feature during the Cricket World Cup, with ads celebrating India's victories and commenting on key moments in the tournament.
• Bollywood: The Amul girl often comments on major Bollywood releases and controversies, making her a staple in Indian pop culture.

Cultural Impact

The Amul girl has become an iconic figure in Indian advertising. She is often seen as a symbol of free speech and creativity. The ads are eagerly anticipated by the public and have a significant impact on popular culture. The Amul girl has also been the subject of various academic studies on advertising and media.

Design and Creation

The design of the Amul girl has remained largely unchanged since her inception. The simplicity of the character allows for quick and effective communication of the message. The ads are created by a dedicated team of artists and copywriters who work to ensure that the content is both humorous and relevant.

See Also

• Amul
• Indian advertising
• Sylvester daCunha
• Eustace Fernandes