On Tuesday (June 20), Sylvester Dacunha, the creative genius behind the famous Amul Girl ‘Totally Butterly’ campaign, sadly passed away.
Sylvester, who was then the managing director of advertising agency ASP, designed the campaign in 1966 with art director Eustace Fernandes.
The Amul mascot, known for her polka-dotted frock, blue hair and rosy cheeks, became a beloved celebrity known for her witty one-liners on topical issues.
Sylvester Dacunha’s goal was to create a mascot that would appeal to mothers and children, which resulted in the decision to portray a child as the face of the Amul brand.
The visual concept was explained by Sylvester to Eustace Fernandes, who brought the Amul Girl to life. The campaign’s famous phrase, “Absolutely delicious,” was coined by Sylvester’s wife, Nisha da Cunha.