Advertising and Marketing

The Utterly Butterly Amul Girl turns Fifty

I can bet with you that every time you hear butter, milk or cheese, the name Amul strikes your head. And when it comes to Amul, how can you forget the famous Amul girl.

As a kid, I have seen this little mascot grow over the years. Covering ground level events happening throughout the country. Before you and I can discuss briefly on this, I have a small poem for you all, to begin with. I hope you cherish your memories with Amul and the little mascot.

Born in the ’90s, I am still in the game, 

People still believe that I can bring change. 

From thick and thin to bread & butter, 

I am the Amul girl you see on every cover. 


From Kolkata Hartals or Hazare’s campaign, 

I cannot see my fellow mates in any kind of pain. 

I stood with them, no matter how hard it was, 

There is nothing better than a positive response. 


From Bharat Bandh to Pandemic extremes, 

I delivered happiness with cheese and cream. 

By bridging the gender and generation gap, 

I served chocolates before every nap. 


From Sachin to Shahrukh, I grew up watching them, 

While every kid sipped on milk now and then.

I fascinated the Bollywood and celebrated the world cup,

While every Indian enjoyed it with an ice cream cup. 


I always showed up to you all in the banners and ads, 

But I will always live in your hearts and homes my lads

I might have grown a fifty and plus, but I will always remain, 

the little ‘utterly butterly’, Amul girl in your beautiful brain

Nostalgic enough? I am sure that you might have recalled a few campaigns Amul conducted. And why not, over fifty years of using the same mascot can give any brand a unique identity.

You must be wondering how this little girl with blue hair, wearing a red polka-dotted dress came into existence? Let me help you with this amazing information.

The advertising campaigns of Amul started only in 1966, after its establishment in 1957. Amul’s Ad campaigns gained a lot of popularity because of their witty, ironic and sometimes controversial one-liners.

Dr Verghese Kurien, head of Amul and the father of India’s White Revolution (the world’s biggest dairy development programme) handed this responsibility to the DaCunha Ad agency.

In 1966, DaCunha and Fernandes designed the Amul girl along with the catchy tagline ‘Utterly Butterly’. However, the word ‘butterly’ received mixed responses yet they stood firm and didn’t make any changes. For a fact, you know how amazing it turned out for them. Moreover, it is also considered to be one of the most recognised taglines in the history of Indian advertisements.

But soon, DaCunha realised that they can’t play around with only food Ad campaigns. The firm decided to deliver campaigns that have more audience relatable content. Amul knew exactly who their target audience was and how to target them.

In the first monsoon campaign, Amul came out with an ad campaign for the Kolkata Hartals of the late 1960s. They coined a very creative one-liner saying “Bread without Amul: Cholbe na, cholbe na” (will not do). This ad campaign received a high level of appreciation.

Amul always kept its content unique and very much relatable to the common people. They covered almost every ground event happening around the country. Whether it was sports, politics, entertainment or any other major event. You can always find Amul conducting a campaign.

Amul’s advertising campaigns perfectly explain how a brand can create its unique identity in the market. A solitary way of putting out their message to their target audience is tremendous. With more than 6000 ads, Amul is still delivering campaigns that are startling for its audience and undoubtedly will continue to do the same in the future.

Perfect Advertising Stays Young Forever