page_title: Amul girl
section_title: Development
hierarchical_section_title: Amul girl / Development
caption_attribution_description: Cosplay of the Amul Girl (mascot of the Amul dairy company) at the Mumbai Film and Comic Con 2014. This one was one unique and inventive costume, super cute
context_page_description: 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 Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up. The Amul girl advertising has often been described as one of the best Indian Advertising concepts because of its humour.
context_section_description: 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, the then 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. 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.
caption: Cosplay of the Amul Girl at the Mumbai Film and Comic Con 2014.
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