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Amul girl

Amul girl refers to the advertising mascot used by Amul, an Indian dairy brand. The Amul girl is a hand-drawn cartoon of a young, chubby Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up.^[1] The Amul girl advertising have often been described as one of the best Indian Advertising concepts because of their humour.^[2]

Origin

The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings, painted bus panels and posters in Mumbai. The mascot, since then, has been mobilized to comment on many events of national and political importance like Emergency in India in 1976.^[3].The Amul girl is also called as butter girl.

Development

File:Amul ad cory.jpg

'Amul Girl' in a topical ad about Tata Nano car, Dadar, Mumbai, 2008

In 1966, Amul decided to give their account to the Advertising agency called Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing director of the agency and Eustace Fernandez, art director decided to create something that would grab the attention of every housewife in the country.^[4] Dr Verghese Kurien, then chairman of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) 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 and the hoardings had to be changed frequently.^[5]

Controversy

Amul Girl registered as the oldest ad campaign in the Guinness Book Of World Records.

References

^ Naqvi, Hena. Journalism And Mass Communication. Upkar Prakashan, 2007. pp. 220 pages 220 pages 220. ISBN 81-7482-108-2,. OCLC 9788174821089. Retrieved Feb 18, 2012. {{cite book}}: Check |isbn= value: invalid character (help); Check |oclc= value (help)CS1 maint: extra punctuation (link)
^ "Kerala CM's 'Amul Baby' Dig at Rahul Inspires Amul Ad". AHMEDABAD: Outlook India. APR 14, 2011. Retrieved 18 February 2012. {{cite news}}: Check date values in: |date= (help)
^ Transmission System Design. Nirali Prakashan. ISBN 81-85790-96-5.
^ http://www.amul.tv/amultv/aboutus.html
^ "The Amul girl". Economic Times. Oct 5, 2007. Retrieved 18 February 2012.

External links

The Amul Mascot Story at Amul website

[Journalism_And_Mass_Communication-1] Naqvi, Hena. Journalism And Mass Communication. Upkar Prakashan, 2007. pp. 220 pages 220 pages 220. ISBN 81-7482-108-2,. OCLC 9788174821089. Retrieved Feb 18, 2012. {{cite book}}: Check |isbn= value: invalid character (help); Check |oclc= value (help)CS1 maint: extra punctuation (link)

[Kerala_CM's_'Amul_Baby'_Dig_at_Rahul_Inspires_Amul_Ad-2] "Kerala CM's 'Amul Baby' Dig at Rahul Inspires Amul Ad". AHMEDABAD: Outlook India. APR 14, 2011. Retrieved 18 February 2012. {{cite news}}: Check date values in: |date= (help)

[Trans-3] Transmission System Design. Nirali Prakashan. ISBN 81-85790-96-5.

[4] ttp://www.amul.tv/amultv/aboutus.html

[The_Amul_girl-5] "The Amul girl". Economic Times. Oct 5, 2007. Retrieved 18 February 2012.

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@@ Line 2: / Line 2: @@
 '''Amul girl''' refers to the [[advertising mascot]] used by [[Amul]], an [[India]]n [[dairy]] brand. The Amul girl is a hand-drawn cartoon of a young, chubby Indian girl dressed in a polka dotted [[frock]] with blue hair and a half pony tied up.<ref name="Journalism And Mass Communication">{{cite book|last=Naqvi|first=Hena |title=Journalism And Mass Communication|publisher=Upkar Prakashan, 2007|pages=220 pages 220 pages 220|isbn=81-7482-108-2, |oclc=9788174821089|url=http://books.google.co.in/books?id=0aFH2KFhFOkC&pg=PA199&dq=Amul+girl&hl=en&sa=X&ei=ejE_T67PBIftrAfzuOW5Bw&ved=0CEAQ6AEwAQ#v=onepage&q=Amul%20girl&f=false|accessdate=Feb 18, 2012|language=english}}</ref> The Amul girl advertising have often been described as one of the best Indian Advertising concepts because of their humour.<ref name="Kerala CM's 'Amul Baby' Dig at Rahul Inspires Amul Ad">{{cite news|url=http://news.outlookindia.com/items.aspx?artid=718861|title=Kerala CM's 'Amul Baby' Dig at Rahul Inspires Amul Ad|date=APR 14, 2011|publisher=Outlook India|language=english|accessdate=18 February 2012|location=AHMEDABAD }}</ref>
 ==Origin==
-The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings, painted bus panels and posters in [[Mumbai]]. The mascot, since then, has been mobilized to comment on many events of national and political importance like [[Emergency_(India)|Emergency in India]] in 1976.<ref name=Trans>{{cite book|title=Transmission System Design|publisher=Nirali Prakashan|isbn=81-85790-96-5}}</ref>
+The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings, painted bus panels and posters in [[Mumbai]]. The mascot, since then, has been mobilized to comment on many events of national and political importance like [[Emergency_(India)|Emergency in India]] in 1976.<ref name=Trans>{{cite book|title=Transmission System Design|publisher=Nirali Prakashan|isbn=81-85790-96-5}}</ref>.The Amul girl is also called as butter girl.
 ==Development==