Pratiksha Shome
Sylvester daCunha, who in 1966 came up with the catchphrase “utterly butterly” for the Amul Girl, died late on Tuesday. He was 80 years old. Rahul daCunha, his son, and his wife Nisha are daCunha’s surviving family members.
Together with his creative director Eustace Fernandes, the ad maestro created the enduring Amul Girl campaign in 1966, which captured the hearts of millions of people. The campaign received much praise in 2016 during her Golden Jubilee. Social media users paid tribute to daCunha, while Amul India’s GM of Marketing, Pavan Singh, expressed sorrow at Sylvester’s demise. I was shocked to read that Sylvester daCunha, a giant in Indian advertising, had passed away. It was a privilege to study brand communication and advertising from him for over three decades, according to Singh.
He recounted how Sylvester Dacunha had started Amul’s “immortal, iconic topical campaign in 1966, which is one of longest continuously running advertising campaigns in the world,” together with the illustrious Dr. Verghese Kurien. Singh paid homage to the legacy by stating that the campaign “scaled new heights, moved seamlessly from OOH to print, TV, then digital and social media, enhancing its reach and popularity across multiple generations!”
Source: Economic Times
