http://www.slideshare.

net/KhushiSen/analysis-ofmeme-amul-butter-girlkhushi-sen The Amul girl

Oct 5, 2007, 04.22am IST

As a person who created the Amul girl, I found your article on the Amul moppet (ET, October 3) very interesting. But a few things need to be clarified. The 1966 campaign was launched by Amul's Advertising & Sales Promotion. The plans board system was followed in planning. The three members of the plans board were Sylvester D'Cunha, Usha Katrak and K Kurian. The slogan 'Utterly Butterly' was suggested by Nisha D'Cunha, but the plans board changed it to 'Utterly Butterly Delicious Amul', because of product description. K Kurian suggested a mischievous little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days. The hoardings had to be changed frequently. I drew the mascot with these in mind.

The Birth of Amul

It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management

The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers pour their milk in 1,44,246 dairy cooperative societies across the country. Their milk is processed in 177 District Co-operative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.