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The Longest running Ad - AMUL

Is there anyone in this country who hasn't seen the Amul ads on the hoardings by the road sides, and not chuckled? The longest running ad, still hasn't lost its charm with its never-changing famous moppet in polka dotted frock and a half pony tied up.
The slogan has always been 'Utterly Butterly delicious'. What is it about the Amul ad that has kept the viewers wanting more? The biggest success seems to be like that of the Common Man, no particular time or period could have frozen this character. It does not belong to an era. It has moved along with time reacting to the new events through time.
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In 1966, Sylvester DeCanha, who was the managing director of the advertisement agency, ASP, got the account for AMUL. The country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. Eustace Fernandez (the art director) and Sylvester decided to create a character that would charm the attention of every house wife in the country. They thought of a little girl and so it came about that the famous Amul Moppet was born. And she has always remained the cute little 4-year-old girl eating butter.
Through all the events taking place in the country, Amul always had a reply to it. It is up to date with current affairs. The first escalator in Mumbai in 1979 was celebrated with a slogan ‘Automatically Amul’. When the city witnessed a power shortage, the Amul girl said ‘Ta ta power?, Amul, Unlimited Supply’. When the Mumbai police were dealing with underworld don Dawood Ibrahim’s sister Haseena Parkar in cases ranging from extortion to cheating and forgery in May this year, the hoarding simply said ‘Haseena Maan Jayegi?’ In the early ‘90s, when the colas were getting popular, the tongue-in-cheek remark was ‘Eat the Real Thing’. When the world feared a collapse on Y2K, Amul girl interpreted the phenomenon as ‘Yes to Khana’.
