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Sylvester DaCunha: RIP… Heaven is the BUTTER place for you

He conceived the ‘Utterly Butterly’ campaign that introduced the Amul girl to the world.




Remembering the life and legacy of Sylvester DaCunha, the advertising genius behind the iconic Amul girl campaign. RIP to a true creative visionary.

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It is with deep sorrow that we share the news of the passing of Sylvester DaCunha, the talented artist who brought the Amul Girl to life. With his unique artistic flair and a keen eye for capturing the essence of Indian culture, DaCunha revolutionized the world of advertising by giving the beloved brand Amul an unforgettable identity. In this post, we pay tribute to DaCunha’s immense contributions and reflect on the lasting impact of the Amul Girl on Indian society and beyond.

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The Birth of a Cultural Icon:

Sylvester DaCunha’s association with Amul began in 1966 when he was just a young art director at an advertising agency. Inspired by a series of topical ads by another artist, DaCunha proposed the idea of a witty, endearing mascot for Amul that would connect with the masses on a deeper level. He conceived the ‘Utterly Butterly’ campaign. Thus, the Amul Girl was born—an adorable, chubby-cheeked little girl dressed in a polka-dotted dress, who would comment on current events with a clever tagline and a charmingly mischievous smile.

Amul Girl: A Reflection of Indian Society:

What made the Amul Girl truly special was her ability to capture the pulse of Indian society. DaCunha’s illustrations often depicted the girl reacting to contemporary issues, political events, social trends, and even Bollywood. The clever wordplay in the taglines added an extra layer of wit, making the ads memorable and relatable. Through the Amul Girl, DaCunha provided a mirror to Indian society, cleverly blending humor, satire, and social commentary into a single image.

Iconic Billboard Campaigns:

DaCunha’s artistic brilliance truly shone through the iconic billboard campaigns featuring the Amul Girl. With minimalistic backgrounds and a focus on the central character, the ads were instantly recognizable and captivated audiences across generations. DaCunha’s ability to convey a powerful message within a small visual space demonstrated his mastery of the art form.

The Amul Girl: A Catalyst for Change:

Beyond being an effective brand mascot, the Amul Girl became a catalyst for change in various spheres. Her topical ads often highlighted important issues, sparked conversations, and challenged societal norms. DaCunha fearlessly addressed topics such as politics, corruption, women’s empowerment, and environmental concerns. Through the innocence and intelligence of the Amul Girl, DaCunha effortlessly conveyed powerful messages and encouraged people to think critically about the world around them.

International Recognition:

The brilliance of Sylvester DaCunha’s work did not go unnoticed on the global stage. The Amul Girl’s witty and thought-provoking ads garnered international acclaim and were appreciated by audiences worldwide. DaCunha’s ability to capture the Indian zeitgeist while maintaining a universal appeal showcased his exceptional talent and solidified the Amul Girl’s status as an iconic brand identity.

The Amul Girl campaign is widely regarded as one of the longest-running and most successful advertising campaigns in the world. It has won several awards and accolades and has been featured in various media outlets, including BBC, The Week, and The Hindu. The campaign has also earned the admiration and respect of many prominent personalities, such as Congress leader Shashi Tharoor, Trinamool Congress MP Derek O’Brien, and former President APJ Abdul Kalam.

Inspiring Future Generations:

Sylvester DaCunha’s legacy goes beyond his contributions to advertising. He inspired countless young artists and illustrators to think outside the box and use their talents to create social impact. The Amul Girl became a symbol of artistic freedom and creative expression, reminding aspiring artists that their work can transcend boundaries and leave a lasting impression on society.


Sylvester DaCunha’s untimely departure leaves a void in the world of advertising and art. His vision, creativity, and ability to capture the essence of Indian society through the Amul Girl will forever be remembered. DaCunha gave a different identity to the Amul brand, elevating it to a cultural icon that touched the lives of millions. As we bid farewell to this remarkable artist, let us cherish his contributions and celebrate the enduring legacy of the Amul Girl—an embodiment of wit, social commentary, and the power of art.

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