Amul Butter would always top my grocery list every month. Though my fitness regime says a 'Big NO" to butter and Cheese, not a single day goes without my crispy bread toast with butter for breakfast.
More than the butter, since ages I would definitely make an excuse to pass through the Mount Road, which is now called the "Anna Salai' in Chennai just to see the huge hoarding, above the Qaide Millat College hosting 'Amul Butter' Advt campaign. A fat little polka dot cartoon girl boldly posing in-trend issues with butter. I was very sure to take a smile with me, passing by.
I was indeed very curious and jealous of the dad who has created this, for us.
12Th March 2010, my first sms was a obit message from one of my closest friend. He had been in advt agency for quite some time. A very shocking news which dropped off my toast with the butter. It read " Amul Girl's dad passes away today' chk out!!!.
Thanks to the technology, I quickly checked my Internet to confirm the news.
Eustace Fernandes the creator of the blue hair, oranged face girl, dressed in polka dots has ruled the hearts of millions of Indian. A small research about this creator says, that he was best remembered as a cartoonist who was given to handle the 'Amul' Account since 1966. With a team of Sylvester da Cunha, Usha Katrak, and Marie Pinto together - created a magic to this product.
After handling the account for 3 yrs the team started RADEUS advertising in 1974. The agency had names after Radha and Eustace and rest is a history. 'Sir' Fernandes passes this day, at the age of 75yrs.
He always wanted his daughter to bring in smiles and thus he modelled her to all creative which had humour, but with strong message. I would not be surprised that after this model was born, she gave "heart attacks and pains" to lot of people, who were on strict NON cholesterol diet .
Even after 44ys of age 'Amul Girl' still stays young and fresh in many of the hearts which speaks all about this creator's creativity. With due respects to him, I'm not sure how many of us knew whose daughter this girl was. A great brand building exercise!!!!
Hoping that this advertising world would create a special place for this creator,in the future to come. Wish that there is a nice story incorporated about 'Sir' Fernandes which would be a great learning for the upcoming aspirant creators in advertising media.
I'm sure after 44 yrs of modelling, Fernandes's 'Amul Girl' would have all strenghts to take this brand in leaps and bounds.
