In 1966, Mumbai’s advertising landscape changed forever when a hand-painted billboard appeared in Tardeo featuring a chubby girl in a polka dot dress holding Amul butter, commenting on a current event with a clever pun. Created by ad legend Sylvester daCunha and illustrated by Eustace Fernandes, this was the first Amul topical ad, a format that would run uninterrupted for 55+ years and become India’s most enduring advertising campaign. The Amul girl, with her innocent smile and mischievous commentary, became the voice of the common Indian, saying what everyone thought but couldn’t articulate, all while selling butter.
Amul topical ads became India’s cultural commentary by doing something unprecedented: a brand took positions on politics, sports, entertainment, social issues, and controversies, often within hours of events happening. When India won cricket matches, Amul celebrated. When politicians made gaffes, Amul gently mocked. When tragedies struck, Amul mourned respectfully. The ads commented on everything from Emergency to liberalization, from Sachin’s retirement to Chandrayaan’s moon landing, from Bollywood scandals to COVID lockdowns.
The Genesis and Evolution of India’s Most Iconic Campaign
Amul topical ads began as solution to a marketing problem. In 1966, Amul butter faced competition from Polson’s butter, which had larger advertising budgets. Sylvester daCunha of advertising agency ASP (later daCunha Communications) proposed a different approach: instead of expensive TV ads or print campaigns, create topical billboards commenting on current events that would generate free publicity through word-of-mouth. The first ads appeared on a single billboard in Tardeo, Mumbai, commenting on events like the 1966 film “Teesri Manzil” with the tagline “Thoroughly Bread Cultured.”
The campaign worked because it did three things brilliantly. First, it created consistent character: the Amul girl, illustrated initially by Eustace Fernandes, became recognizable mascot whose presence guaranteed the ad’s tone and perspective. Second, it established format: every ad featured the Amul girl, the “Utterly Butterly Delicious” tagline, and a punny headline commenting on recent events. Third, it moved fast, creating new ads within 24-48 hours of major events, ensuring Amul was always current and relevant.
The campaign evolution:
- 1966: First billboard in Tardeo, Mumbai
- Created by Sylvester daCunha (ASP, later daCunha Communications)
- Illustrated by Eustace Fernandes
- Amul girl: chubby girl in polka dot dress holding butter
- Format: mascot + “Utterly Butterly Delicious” tagline + punny headline
- 24-48 hours turnaround for major events
- Expanded from single Tardeo location to multiple Mumbai sites
- Eventually digital presence on social media
- Hand-painted aesthetic maintained unchanged
Over decades, the campaign evolved but maintained core elements. When Fernandes retired, other artists including Jayant Rane continued the illustration style so seamlessly that most Indians never noticed the transition. The billboards expanded from single Tardeo location to multiple sites across Mumbai and eventually digital presence on social media. But the hand-painted aesthetic, the Amul girl’s design, and the punny commentary style remained unchanged, creating continuity that’s rare in advertising.
The Sylvester daCunha Legacy
Sylvester daCunha, who passed away in 2019, remained involved with Amul topical ads for over five decades, personally approving concepts until his final years. His creative philosophy was that advertising should entertain, inform, and reflect the times, not just sell products. The longevity of Amul’s campaign validates this approach: by making ads people wanted to see, Amul built brand loyalty money couldn’t buy. daCunha Communications continues managing Amul’s advertising, maintaining the legacy and ensuring new ads match the campaign’s established voice and standards.
The Art of Wordplay and Cultural Translation
Amul topical ads became India’s cultural commentary through masterful wordplay that makes sophisticated commentary accessible. The puns work on multiple levels: they reference current events, incorporate product benefits (butter, bread, milk), and deliver social or political observations, all in 3-5 words. Creating these requires deep cultural knowledge, quick wit, and understanding of what Indians find clever versus offensive.
Political commentary:
- Elections, policies, political figures with unusual corporate irreverence
- 2016 demonetization: “Note-ably Brave”
- Article 370 revoked: “Article 370 Gone, Unity 100%”
- Candidates across parties get Amul treatment
- Highlights quirks or campaign slogans
- Criticizes actions, not individuals
- Balances mockery with respect
Sports celebrations:
- Cricket dominates Amul’s sports commentary
- 1983 World Cup: “Wickets Delicious”
- Sachin Tendulkar retirement: “Sachin Statistically Delicious”
- Virat Kohli: “Kohli-licious” and “Virat! What a Legend!”
- Captures national mood expressing joy and pride
- Part of collective sporting memories
Entertainment and pop culture:
- Bollywood, viral memes, entertainment trends
- “Pushpa” massive hit: “Jhukenge Nahi!” ad
- Pathaan broke records: “Shah Rukh Ke Naam!”
- Taps into social media trends
- Understanding contemporary culture beyond older demographics
The Line Between Clever and Insensitive
Amul’s commentary occasionally courts controversy. Some ads on sensitive religious or political issues generate backlash from groups feeling disrespected. But Amul topical ads generally navigate controversies well by issuing apologies when warranted and removing ads that genuinely offend, while standing firm on ads that are legitimately social commentary. This balance maintains the brand’s credibility as fearless commentator while showing sensitivity to genuine concerns.
National Moments and Social Responsibility
Amul topical ads became India’s cultural commentary by responding to national moments with empathy and grace. When tragedies occur, Amul shifts tone from humor to solemnity, showing the Amul girl mourning or paying tribute. When 26/11 Mumbai attacks happened, Amul created tribute ads honoring victims and heroes. When COVID-19 devastated India, Amul ads promoted mask-wearing, vaccination, and social responsibility with headlines like “Butter Safe Than Sorry” and “Wear a Mask. Save Lives.”
These somber ads demonstrate Amul’s role extends beyond entertainment. The brand uses its platform to advocate for causes, educate public, and reflect collective emotions during difficult times. When farmers protested in 2020-21, Amul (itself a farmers’ cooperative) created ads supporting farmers while calling for dialogue, showing how brands can take positions on contentious issues when their identity and values are clear.
Celebrating Indian achievements:
- Chandrayaan missions
- Olympic medals
- Nobel Prize winners
- Technological milestones
- Science, sports, culture beyond cricket
- Nationalist pride without jingoism
- Resonates across political spectrum
- Beloved by left and right, young and old
The Trust Factor
Amul topical ads command unusual trust because the brand has no apparent agenda beyond reflecting Indian sentiment. Unlike politicians, media outlets, or corporations with clear interests, Amul is dairy cooperative representing millions of farmers. Its commentary feels authentic and non-manipulative. When Amul makes political jokes, people laugh rather than analyzing hidden motives. This trust, built over decades of consistent, genuine engagement, is Amul’s most valuable asset and explains why the campaign remains effective 55+ years later.
From Billboards to Digital: Maintaining Relevance Across Generations
Amul topical ads transitioned successfully to digital age while maintaining their core appeal. The hand-painted billboards remain in Mumbai, but Amul now posts ads on social media within hours of events, reaching millions instantly. Twitter, Instagram, and Facebook amplify each ad’s reach beyond physical billboard viewers, making Amul’s commentary national rather than regional.
The digital transition:
- Hand-painted billboards remain in Mumbai
- Social media posts within hours of events
- Twitter, Instagram, Facebook reaching millions
- Commentary national vs. regional
- Speed increased: hours vs. days
- Competition intensified: every brand attempts topical marketing
- Advantages remain: decades of equity, recognizable format, generational trust
The digital transition created challenges and opportunities. Speed increased: Amul must now create ads within hours because social media moves faster than billboards. Competition intensified: every brand now attempts topical marketing, diluting Amul’s uniqueness. But Amul’s advantages remain: the decades of equity, the recognizable format, and the trust built over generations make Amul topical ads more anticipated and shared than any competitor’s attempts.
Younger Indians who never saw Tardeo billboards discover Amul’s topical ads on Instagram, where each post generates millions of impressions. The campaign resonates across generations because the formula works regardless of medium: clever commentary + current events + beloved mascot = shareworthy content.
The Bottom Line
Amul topical ads became India’s cultural commentary by consistently doing something most brands fear: having opinions. For 55+ years, Amul commented on everything happening in India with cleverness, empathy, and cultural sensitivity that turned advertising into public service. The campaign created visual archive of Indian history seen through ordinary Indians’ eyes, filtered through humor and affection that made even painful moments bearable.
The cultural institution:
- 55+ years uninterrupted run
- 3,000+ topical ads created
- Visual chronicle of modern India
- More trusted than most news sources
- Emergency to liberalization documented
- Sachin’s retirement to Chandrayaan
- Bollywood scandals to COVID lockdowns
- Part of India’s collective memory
The financial impact is significant. Amul’s revenue exceeds Rs 52,000 crore annually, making it among India’s largest FMCG brands. While impossible to attribute this entirely to topical ads, the campaign’s contribution to brand equity is undeniable. Amul enjoys nearly universal brand recognition and affection that competitors cannot replicate despite larger advertising spends.
But Amul topical ads’ greatest achievement isn’t commercial success but cultural significance. The campaign became part of India’s collective consciousness in ways few brands achieve. When major events happen, Indians wait to see Amul’s take. The ads are collected, archived, and studied as cultural artifacts documenting India’s evolution. Schools use them to teach current events and wordplay. Museums exhibit them as folk art.
For marketers, Amul topical ads offer lessons about consistency, authenticity, and courage. The campaign succeeded by maintaining voice and format across decades, being genuinely invested in Indian culture rather than superficially chasing trends, and being willing to comment on controversial issues when commentary added value. Most brands attempting topical marketing fail because they lack these qualities, creating opportunistic content that feels calculated rather than authentic.
