“Our presence on social networking sites has increased our readership and viewership. After the entire world, now even Amul butter girl has reacted to Priyanka Chopra's much talked about long trenchcoat! Ganpati visarjan is a huge draw in Maharashtra, Modi is a hot topic in Gujarat and cricket scam is significant in Jaipur.”, In 2011 when the Amul billboard ridiculed Satyam’s then chairman Ramalinga Raju after the Rs 7000 crore scam, Satyam board demanded a written apology from Amul. Despite facing political pressure at various instances DaCunha’s agency has managed to find the balance between playing it safe and making an impact and also standing up whenever required. “Apart from being the most endearing mascot we have ever seen in the country, what works in her favour is the fact that she can make serious comments in a completely disarming way.  =  By adapting the topical tone the brand has become a part of larger public discussions but has also faced several controversies. Also when you work on a 3D model, you have to work on it and the background separately. *BrandMedia: BrandMedia promotes branded content, using storytelling formats similar to traditional media content. We can’t adopt her hoarding avatar in the TVC as the events that she comments on are time-bound. She is the iconic girl in a red polka-dotted dress with a wide-eyed look and an impish smile. A gathered crowd on the side of a Mumbai road usually means a mishap or a brawl. For instance, reams of newsprint and on-air coverage are dedicated to Shah Rukh Khan slapping Shirish Kunder. Turning back time The Amul mascot was created in 1966 by cartoonist Eustace DeSouza and Sylvester da Cunha, founder-chairman of DaCunha Communications. From a black-and-white avatar to a coloured, slimmer form, from the god-fearing tiny tot to the mischievous moppet making witty repartees, the Amul girl has transformed with the times. Likewise, in 2011, when the Amul billboard ridiculed Satyam’s then chairman Ramalinga Raju after the Rs 7000 crore scam with a notorious ‘Satyam, sharam, scandalam!’, Satyam board demanded a written apology from Amul failing which all their employees would stop using Amul products. Creating a space in the multi-screen…, 7 hidden PR learnings from characters of NBC’s ‘The Office’, Decoding PR Strategy for Real Estate during crisis period. So I shot with the children against a plain green background while Toonz Animation worked on the background and the mascot.”, According to Hari Verma, chief creative officer, Toonz Animation, the initial challenge was to transfer the mascot from 2D artwork into 3D space without losing the cuteness of the art. But of late, they have been working on five to six hoardings every week. But Amul didn’t go either way. I remember it was our favorite topic of discussion for the next week!”. Viacom18 Studios and Aamir Khan Productions announce film inspired by ‘Forrest... Hyperspace to continue handling Cuckoo India’s marketing and retail design mandate. In December 2011, an ad poking fun at Mamata Banerjee got Amul into trouble in Kolkata. She recalls the campaign would crop in conversations everywhere they went and it was the talk of the town for a week. Although, the topical tone that most of the Amul ads hadn’t been applied until 1969 when the Hare Rama Hare Krishna movement had just set about in the city and Amul released the ‘Hurry Amul, Hurry Hurry’ ad. The first hoarding that da Cunha senior and Fernandes created said, ‘Give us this day our daily bread with Amul Butter.’ The mascot was first used for Amul butter. You have entered an incorrect email address! A 2001 campaign criticizing the Indian Airlines strike angered the authorities and was followed by a threat to stop supplying Amul butter on the plane if the ads were not taken down. Apart from discussing each morning about the events that can serve as good topics, on Monday mornings, Jhaveri and da Cunha take stock of probable events that can be highlights of the week. Since the background was supposed to be animated, the film was shot with children against a green screen set with real props and food. She says, “They are almost a part of our culture, aren’t they?”. Since 1967[6] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot was first used for Amul butter. #Amul Topical: Indian Grandmaster wins World Women’s Rapid Chess Championship – (second Indian after Vishwanath Anand to win rapid gold)! Reckons moving to the rhythm and moving on. This website uses cookie or similar technologies, to enhance your browsing experience and provide personalised recommendations. She is mostly seen looking down at us from billboards, but now she has got a novel avatar.

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