Amul Girl

                                             

There are certain brands whose identity is incomplete without their mascot.But there are very few other brands whose identity itself is their Mascot. When we hear the name Amul,first thing that comes to our mind is the round eyed chubby cheeked girl dressed in her little polka dotted dress.

You will be amazed to hear that Amul is running this Ad campaign for the last 50 years and its the World's longest running campaign ever

Amul Girl was born on 1967 when  Dr Varghese Kurien the chairman of the Gujarat Co- Operative Milk Marketing Federation limited(GCMMF) decided to give their account to an advertising agency called Advertising and Sales Promotion(ASP) to work on their ad campaign.

V.Kurien suggested a mischievous girl mascot with two requirements.It had to be easy to draw and should be memorable as most of the advertising would be in outdoor media, which required hand painting.Sylvester da Cunha , then managing director of the agency along with Eustace Fernandez , art  director decided to create something that could grab the attention of housewife in the country who were their target audience.They came up with Amul girl as a rival to the polson butter girl.

A year after the launch of Amul girl Sylvester decided to give a solid concept to ads to get an extra mileage. In 1969 when Hare Rama Hare Krishna Movement began in Mumbai, the creative team of Da cunha came up with clincher - "Hurry Amul, Hurry Hurry" which was welcomed by Mumbaikaars. From then to now Amul girl is playing the role of "Social Observer".Be it Cricket,Bollywood, Politics , Natural calamities or any other issues of national interest, Amul ensures it'
s included in its very next Ad

Despite changing times and the advent of technology , the simple Amul campaign still spread smoothly on billboards and continues to capture the imagination of a new India through frequent shares on Social media websites