By: M4G Bureau
Last updated : June 22, 2023 5:15 pm
The advertising veteran passed away on Tuesday in Mumbai.
daCunha was perhaps best known for his creation of ‘Amul Girl’ – the iconic advertising mascot for Amul which over the years has risen from merely a mascot to a vehicle for social commentary. While working at the advertising firm ASP, daCunha along with the agency’s then art director Eustace Fernandes came up with the idea of Amul Girl in 1966.
Amul Girl – wearing a polka dot dress with a matching ribbon – is famous for its playful topical advertisements based off current events. Having first appeared on a few billboards in Mumbai, it is now one of the most recognizable symbols of a brand that is not a logo, and has played an instrumental role in the Amul’s growth and establishment as one the world’s largest dairy brands.