Speaking the language of consumers

For years, Amul advertising in the outdoor has unfailingly captured the imagination of consumers. The brand has demonstrated that while the outdoor medium is visual-led, what gets communicated to the consumers is of critical importance.  Rahul DaCunha, Managing Director, DaCunha Communication, is the brain behind the iconic Amul communication.

At the upcoming 10th Outdoor Advertising Convention (OAC), to be held in Goa during July 4-5, DaCunha will speak on the topic: "Truth be told: Amul — Speaking the language of consumers in the outdoors".

DaCunha began his advertising career in 1986 at an agency called Fulcrum, learning the early ropes under the tutelage of his mentor Kersy Katrak. There he met up with his long-time partner Prashant Godbole to form a copywriter-art director team that worked together for nine years over three agencies -- Fulcrum, Lintas and Contract.

Their most prominent campaigns together were'Hamara Bajaj' for Bajaj Scooters, Park Avenue for Raymonds and the launch of Shoppers Stop that won them the prestigious Art Directors Club Annual Award, New York

DaCunha is currently Managing Director at DaCunha Communications where he micro manages the Amul account. In addition to advertising, he is artistic director of the Rage Theatre Company and has written plays such as'Class of 84' and'Pune Highway'. He also writes a weekly column 'Zara Hatke' in Sunday Midday.