{"id":1803,"date":"2021-07-04T21:26:43","date_gmt":"2021-07-04T15:56:43","guid":{"rendered":"https:\/\/onlykutts.com\/?p=1803"},"modified":"2023-06-22T16:39:18","modified_gmt":"2023-06-22T11:09:18","slug":"amul-butter-utterly-butterly-delicious","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/04\/amul-butter-utterly-butterly-delicious\/","title":{"rendered":"Iconic Ads: Amul Butter &#8211; Utterly Butterly Delicious"},"content":{"rendered":"\n<p>Advertising and Sales Promotion (ASP) was awarded the Amul account back in 1966. The account was handled by a group that included Sylvester da Cunha (Sylvie), Eustace Fernandes, Usha Katrak, and Marie Pinto.<\/p>\n\n\n\n<p>The competition to Amul Butter was Polson and they needed to counter it.<\/p>\n\n\n\n<p>Sylvie and (art director) Eustace decided that needed a little girl who would win a housewife&#8217;s heart. Thus Amul Moppet was born in a red polka dot dress<\/p>\n\n\n\n<p>The simple yet catchy phrase \u201cUtterly Butterly\u201d was coined by Sylvie\u2019s wife, Nisha DaCunha. Because it was ungrammatical, the term &#8220;butterly&#8221; was initially greeted with suspicion. However, it worked well for the brand and quickly became one of the most remembered advertising slogans in India!<\/p>\n\n\n\n<p>The cute Amul girl kneeling in prayer with one eye closed and the other on a carton of butter with the slogan &#8220;Give us this day our daily bread with Amul Butter&#8221; won rave reviews as the first creative.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"610\" height=\"504\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/first-amul-hoarding-ever-120615-1.jpeg\" alt=\"\" class=\"wp-image-1804\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/first-amul-hoarding-ever-120615-1.jpeg 610w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/first-amul-hoarding-ever-120615-1-300x248.jpeg 300w\" sizes=\"(max-width: 610px) 100vw, 610px\" \/><\/figure>\n<\/div>\n\n\n<p>.For the first year the ads made statements related to the product. In 1967, Sylvie decided that creatives should move to social referencing because there was that much you can talk about the product.<\/p>\n\n\n\n<p>While making the switch, to current affairs, Sylvie requested Dr Kurien to give the creative team \u201ccomplete freedom\u201d. He agreed &amp; said, \u2018Look if there are problems, you need to deal with them. If you are arrested, then you are arrested. We are not going to bail you out of jail.\u2019 And they have not gone to jail<\/p>\n\n\n\n<p>Sylvie released the Amul girl\u2019s first topical ad. The Amul girl appeared in an advertisement during the horse racing season,\u00a0titled &#8220;Thoroughbread&#8221; where she was shown as a jockey clutching a slice of bread\u00a0<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-thoroughbread.jpeg\" alt=\"\" class=\"wp-image-1805\" width=\"534\" height=\"271\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-thoroughbread.jpeg 315w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-thoroughbread-300x152.jpeg 300w\" sizes=\"(max-width: 534px) 100vw, 534px\" \/><\/figure>\n<\/div>\n\n\n<p>The Amul account team, led by Sylvester daCunha and included Mohammad Khan and Usha Bandarkar, came up with the catchphrase &#8220;Hurry Amul, Hurry Hurry&#8221; in 1969, the same year the Hare Rama Hare Krishna movement debuted in the city.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"512\" height=\"279\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Hurry-amul.png\" alt=\"\" class=\"wp-image-1806\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Hurry-amul.png 512w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Hurry-amul-300x163.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n<p>Sylvie\u2019s son Rahul took over &amp; works with copywriter Manish Jhaveri &amp; illustrator Jayant Rane to keep the Amul Girl busy. She is versatile \u2013 she can become the person in the ad &amp; change according to the topic. She keeps company with Trump, Priyanka, Chopra, Deepika, Liverpool &amp; so many others.<\/p>\n\n\n\n<p>The ad campaign acquired its distinctive lexicon under Jhaveri, with jokes and a colloquial touch. He also introduced a fresh combination of regional and formal lingo that the audience embraced.<\/p>\n\n\n\n<div class=\"wp-block-columns alignwide are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"638\" height=\"597\" data-id=\"1811\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-Deepika-Padukone-and-Aishwarya-Rai-1.jpg\" alt=\"\" class=\"wp-image-1811\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-Deepika-Padukone-and-Aishwarya-Rai-1.jpg 638w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-Deepika-Padukone-and-Aishwarya-Rai-1-300x281.jpg 300w\" sizes=\"(max-width: 638px) 100vw, 638px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"481\" data-id=\"1812\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-liverpool-1-1024x481.jpeg\" alt=\"\" class=\"wp-image-1812\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-liverpool-1-1024x481.jpeg 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-liverpool-1-300x141.jpeg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-liverpool-1-768x361.jpeg 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-liverpool-1.jpeg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"843\" height=\"389\" data-id=\"1813\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-covfefe-1.jpg\" alt=\"\" class=\"wp-image-1813\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-covfefe-1.jpg 843w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-covfefe-1-300x138.jpg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-covfefe-1-768x354.jpg 768w\" sizes=\"(max-width: 843px) 100vw, 843px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"472\" data-id=\"1814\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wk06-sep-amul-butter-10-1.jpg\" alt=\"\" class=\"wp-image-1814\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wk06-sep-amul-butter-10-1.jpg 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wk06-sep-amul-butter-10-1-300x138.jpg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wk06-sep-amul-butter-10-1-768x354.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<p>Rane, on the other hand, has been meticulously painting the advertisements by hand for the past thirty years. Even while adding famous variations, the cartoonist refers to scrapbooks created by past teams to guarantee that he keeps to Amul girl&#8217;s distinctive traits &#8211; blue hair, chubby cheeks, big eyes, no nose, and long eyelashes.<\/p>\n\n\n\n<p>The Amul ads remain lighthearted, keep the people smiling &amp; looking for more<\/p>\n\n\n\n<p>When a British manufacturer introduced butter to the market and termed it Utterly Butterly, the name was the highest possible tribute to the brand &amp; product.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Guinness record holder for the longest running advertising campaign  ever.<\/p>\n","protected":false},"author":1,"featured_media":1815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[439,441,442,443,440],"class_list":["post-1803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-amul-butter","tag-asp","tag-dacunha","tag-gccmf","tag-utterly-butterly-delicious"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Amul Butter - Utterly Butterly Delicious Point of View<\/title>\n<meta name=\"description\" content=\"The Amul Moppet, the line Utterly Butterly Delicious and the topical flavour have made the Amul campaign a big hit\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/04\/amul-butter-utterly-butterly-delicious\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Amul Butter - Utterly Butterly Delicious Point of View\" \/>\n<meta property=\"og:description\" content=\"The Amul Moppet, the line Utterly Butterly Delicious and the topical flavour have made the Amul campaign a big hit\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/04\/amul-butter-utterly-butterly-delicious\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-04T15:56:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-22T11:09:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/amul-pack.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1142\" \/>\n\t<meta property=\"og:image:height\" content=\"769\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/04\\\/amul-butter-utterly-butterly-delicious\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/04\\\/amul-butter-utterly-butterly-delicious\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Amul Butter &#8211; 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