Whether on bill-boards, newspapers, magazines, television or on the social media, every Indian looks forward to what the cheeky, delightful polka dot girl has to say about what’s in the news. For the past fifty years, the extraordinary team of Dr. Verghese Kurien & Mr. Sylvester Dacunha has made Amul an integral part of the Indian consciousness.

Not only has the brand developed a niche for itself, an outcome of its creative prowess, it is a stellar example of rural development, being the initiator of the “White Revolution” which has made India a production powerhouse in milk and milk products. Exploring Amul’s journey through the decades is analogous to exploring India’s journey. The brand’s elevated image today not only represents its own ethos and values, but also the values of India to the world. To quote Dacuhna, “The ads represent the history of modern India acted out by a little heroine, healthy and confident about the future”. Its distinctiveness lies in the fact that it connects with the Indian heart as much as it triggers a spirit of inquisitiveness in the intellect.

Dr.Varghese Kurien and Sylvester Dacunha
Dr.Varghese Kurien and Sylvester Dacunha

While advertising today revolves around stylistic ads and celebrity endorsements, Amul continues to connect with the populace and helps them identify with the brand in the most original and natural way. As Alyque Padmasee, points out, Amul has brilliantly brought together the worlds of advertising and branding bringing forth the element of timelessness and creative excellence every single time! Right from idea creation to positioning of the product, branding, marketing locations, content and promotion styles, every aspect of marketing is distinctive, original and consistent exemplifying the brand and imprinting its ageless image on the minds of consumers.

"The Barbie of India"
“The Barbie of