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  • Advertising: Sylvester Dacunha

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    Abhishek Prasad
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    In 1966, Amul hired an advertising agency to design a new ad campaign for Amul Butter. The agency created a series of topical ads relating to current events that became widely popular, earning a Guinness World Record for the longest running ad campaign. The ads featured a cartoon character called the "Amul Baby" and were known for commenting on political issues in a satirical way. Despite some controversial ads that received political pressure, the agency has maintained a policy of not backing down from creating ads that tackle current topics.

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    Advertising

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    In 1966, Amul hired an advertising agency to design a new ad campaign for Amul Butter. The agency created a series of topical ads relating to current events that became widely popular, earning a Guinness World Record for the longest running ad campaign. The ads featured a cartoon character called the "Amul Baby" and were known for commenting on political issues in a satirical way. Despite some controversial ads that received political pressure, the agency has maintained a policy of not backing down from creating ads that tackle current topics.

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    14 views1 page

    Advertising: Sylvester Dacunha

    Uploaded by

    Abhishek Prasad
    In 1966, Amul hired an advertising agency to design a new ad campaign for Amul Butter. The agency created a series of topical ads relating to current events that became widely popular, earning a Guinness World Record for the longest running ad campaign. The ads featured a cartoon character called the "Amul Baby" and were known for commenting on political issues in a satirical way. Despite some controversial ads that received political pressure, the agency has maintained a policy of not backing down from creating ads that tackle current topics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    Advertising

    An Amul butter ad on Pakistan's Kargil Warfiasco. The image shows the "Amul baby" in between George Fernandes and Atal Bihari Vajpayee.

    In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS to design a new ad campaign for Amul Butter. daCunha designed an ad campaign as series of hoardings with topical ads, relating to dayto-day issues. The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited Chairman Verghese Kurien with creating a free atmosphere that fostered the development of the [23] ads. Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of not backing down. Some of the more controversial Amul ads include one commenting on Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and the one depicting the Amul butter girl wearing a Gandhi cap Amul hired DraftFCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-cream.

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