81:, then the 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.
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In 1966, Amul decided to give their account to the advertising agency
Advertising and Sales Promotion (ASP) to work on their advertising campaign. Da Cunha, the managing director of the agency, and Eustace Fernandez, an art director, decided to create something that would grab the attention of every
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43:. The mascot 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.
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In 2011, when they came up with "Maine kyaa khaya" ("What did I eat?", where the word "eat" bears the meaning of either directly accepting a bribe or indirectly profiting from an illegal act, in the Hindi language) for Suresh
Kalmadi over the
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The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and
Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by
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Amul was seen to come up with an association with
Cricket World Cup and Formula-One Racing. Amul was the official sponsor of the Indian team for dairy products for the
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party said that if the advertisement was not removed, they would come and destroy Amul's office. In July 2011, an advertisement criticizing
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strike; the latter threatened to stop offering Amul butter on their flights unless the ads were pulled. Another advertisement during
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105:", which was posted on YouTube on 25 October 2020. The poster caricature shows Hnamte in a Mizo traditional attire waving the
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64:. The mascot, since then, has been mobilized to comment on many events of national and political importance like the
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358:"PM Modi is proud of 4-yr-old Mizoram girl for her rendition of Vande Mataram. Viral post"
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332:"'Esthereal': Here's how Amul honoured Mizoram's 4-year-old internet sensation"
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387:"4-year-old girl's rendition of 'Maa Tujhe Salaam' has a new fan: PM Modi"
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said "Ganpati Bappa More Ghya" ("Ganpati Bappa take more"). The
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203:. Upkar Prakashan, 2007. pp. 220 pages 220 pages 220.
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In 2001, Amul ran an advertising campaign criticizing the
455:, July 01, 2012, Hindustan Times, Retrieved July 01, 2012
234:. AHMEDABAD: Outlook India. Apr 14, 2011. Archived from
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There was a laughable protest as well. When they wrote "
232:"Kerala CM's 'Amul Baby' Dig at Rahul Inspires Amul Ad"
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by Gaurav Sood in The
Tribune Spectrum (4 March 2001)
414:. Gujarat Cooperative Milk Marketing Federation Ltd
23:The Amul girl, an advertising mascot used by
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446:Jest like that: Girl with the Amul tattoo
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149:, while an advertisement poking fun at
60:, painted bus panels, and posters in
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282:"Amul.TV :: The Taste of India"
153:in December 2011 led to problems in
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433:Utterly butterly adorable campaign
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200:Journalism And Mass Communication
494:Female characters in advertising
499:Child characters in advertising
368:from the original on 2020-11-01
39:used by the Indian dairy brand
16:Mascot of an Indian dairy brand
356:Ghosh, Raya (1 January 2020).
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309:. Economic Times. Oct 5, 2007
163:2010 Commonwealth Games scam
489:Food advertising characters
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509:Mascots introduced in 1967
258:Transmission System Design
176:Ltd.'s disgraced chairman
77:housewife in the country.
174:Satyam Computer Services
170:Satyam Sharam Scandalum!
504:Fictional Indian people
27:, an Indian dairy brand
451:June 30, 2012, at the
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469:The Amul Mascot Story
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514:Advertising in India
260:. Nirali Prakashan.
197:Naqvi, Hena (2007).
238:on 27 December 2013
391:The Indian Express
145:led to trouble in
119:2012 Olympic Games
66:Emergency in India
54:Sylvester da Cunha
37:advertising mascot
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89:In January 2021,
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99:A. R. Rahman
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72:Development
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372:2021-06-02
342:2021-06-03
292:2012-02-17
184:References
139:Shiv Sena
85:Variation
68:in 1976.
58:hoardings
33:Amul girl
449:Archived
366:Archived
336:EastMojo
113:Olympics
475:website
216:Feb 18,
155:Kolkata
95:Mizoram
418:14 May
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172:" for
62:Mumbai
47:Origin
35:is an
473:Amul
420:2012
315:2012
262:ISBN
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147:Pune
101:'s "
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31:The
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