‘Utterly Butterly Inspiracious ~Amul’

Who cannot forget taking a big piece of Amul Makhan with the yummy aloo ka parantha of mom’s hands? And who can stop adoring the cuteness of Amul Girl? And who can stop praising uniqueness of Amul Advertisements?

But from where it all started?

Taken from Sanskrit word, ‘Amulya’, Gujarat Co-operative Milk Marketing Federation Limited’s (GCMMF), Amul was formed in 1950 and got into action in 1957 but its advertisements started only in 1966. The father of India’s White Revolution, Dr. Verghese Kurein gave the duty of the brand’s advertisement campaign to ASP; Then, DaCunha ad agency took the responsibility to create an advertisement for Amul and from there the exceptionally adorable mascot inceptioned and emerged.


Amul’s first advertisment.

Making of the mesmerizing mascot and lovely tagline

“Polka dotted frock, chubby cheeks, long eyelashes, blue hair, half pony and no nose—tell me, who am I?”

Yes, you guessed it right, its India’s adorable advertisement mascot, Amul Girl.

Dr Verghese Kurien, suggested a humorous little girl as a talisman with two requests from the agency- the ease to draw and outstanding. Then, the clever player of words was created by Eustace Fernandez, the art director of DaCunha Agency. And also then, Amul’s tagline i.e., “Utterly, Butterly, Delicious” was first suggested by the wife of the managing director, Nisha DaCunha.

The Amul girl is often said to be the best advertisement strategy, because of the mischievous girls’ humour.

Some Appraisable Stats:

Amul is the largest retail company in food sector of India. It has consistently shown a remarkable growth in its turnovers and growth of its business.

The industry showed a giant leaps over past many decades. Recently, for fiscal year, 2016-17, the dairy has increased its turnover to 27100 crore. RS Sodhi declared himself that there was no adverse impact on its business due to demonetization. GCMMF, presently, has been achieving a compound annual growth rate (CAGR) of more than 20% for the past seven years. It’s due to “higher milk procurement, continuous expansion in terms of adding new markets, launching of new products and adding new milk processing capacities across Nation.”

But it is also due the pioneering and accurate strategies used for the advertisement of the industry’s products. The brand is focused upon captivating the attention of younger demographic of the nation.

Basic Important Strategy of Amul:

Print media has remained the body and Amul Girl its heart, to reach every possible part, for Amul. Newspapers like Dainik Jagran, which have widespread allocation helps in escalating products consumers. The tactical, satirical and humorous comment of Amul Girl has left behind a legendary position in advertisement industry.

Few right actions in history and present which led to Amul mascot’s success are:

Though, Amul’s newsworthy ads became popular, they also pointed a dare for DaCunha as they need to be released swiftly or else they would drop their impact. Verghese Kurien, realised that the whole process of approving and releasing an ad takes lot of time, thus he gave DaCunha Communications the liberty to run the campaign without waiting to take consent from the firm. This mammoth ingenious freedom is still maintained and has been the primary cause why the Amul girl is always on time with her take on the world.

Rahul DaCunha took over the trust based business and grants in 1990s and under him the ad campaign progressively observed on contemporary news in sports, politics or film industry. Though most of their satirical comments has been received much gently by famous personalities and organizations, seldom few ads has jumped into with to dishevel.

Here also, it has been the attitude, unity and positivity with which the company and agency has worked. No matter what sort of cases has been drawn upon them, agency and Amul worked fearlessly.

Rahul DaCuhna, Manish Jhaveri, copywriter, Jyant Rane, the illustrator and the Amul Girl ads has remained together inexorably from past 30 years. The trademark features of the Amul girl have remained same.

It’s not like the other things were not strategized upon.

Other Strategies used by Amul:

  1. RS Sodhi told himself that, the Amul’s target audience, “starts from consumers aged five to people in their 70s.” They provide products to “all income groups. A taxi driver in Mumbai is as much a target for Amul as anybody from the upper class of society.”
  2. Though Print remains eternal, television as well, is used to reach the audience, especially of northern and western states. Language constraints are fought through vernacular dailies.
  3. Supplying the local tastes through local version of national dailies.


Precisely wrapping up, it’s the trust and fearlessness, the unique ideas and risks, and the unity of the team, which has made Amul set their mark in Indian advertisement industry.


The faces behind Amul girl.


No means No?

“Father, no father. Not today.
I’m on my periods my lord, please.
I’m bleeding. Please.
See, that hanging picture,
Of your beloved,
Of my mother,
Your wife, oh father!
Please, see her,
With whom you walked round,
And those flames, agni,
Don’t you remember oh father.
All those promises, and caring.
Please, no, no father.
Not today father.
Not today.

See, see,
All my flesh, is bruised,
With all your hitting,
Chewing, licking,
I’m in pain right now.
I’m in pain father.
I’m not able to stand even,
For the slaps you gave,
On my hips and legs,
Won’t let me do anything.
Look at my eyes father,
See me,
I’m not mother, I’m your daughter.
I’m your daughter father.
I’m your baby kid.
Leave me alone. Please father.
I promise, I’ll undress myself tomorrow,
Then whole day I’ll be yours…

Leave me father. Ah! Nooo…!
Please father, please,
Not….n…no…not today. No..”

*Just think oh you once, what a terror must it be to live here in this world, especially as a child, and if that’s not enough, on the top of it, being a girl! It’s better not to exist then, I think, if all I see from the time I got my vagina a bit developed is the pervert glares, lusty tongues, humiliating eyes and just this body… Ain’t not mine at all. And why do I even open my eyes if all I was born is for, sex, and I don’t know even if this body is mine or its just a product to be consumed and thrown away in the dustbin?…*

As that case eventually gets voice on the national tv on a popular show called KBC… Finally, I take this opportunity, to really let you all get aware of it, that yes! That’s the limits, a male* can cross!! No one trusted me when I told this actually happened! 😫

A human being*, more clearly, a human being can cross!

Where will you escape if the rapist is your own birth giver? Your own parent? Your own father?

Fear I, to think, what next hold on if it is still not the right time to scream ?

© Ritika

Ten All Time Teenage Bollywood (Hindi) Songs

1950’s AM radios to amplified speakers today, times have changed a lot. What has remained forever, soothing and intangible is our love for music. ‘Love’, an emotion which not only drives us in dreams and hopes but sometimes can also hit us hard on the ground and that pain remains forever. ‘That pain’ that you first felt in the school may be. Then there are expectations and hold of your family, relationships and parents. Our ambitions and hopes, the way we come out from it, the tension a youth faces. And then comes a good bit—‘Friendship’, an unforgettable part of life. And probably much of our youth is about friendship and love. “As we grow over 25”, we feel and think, “how we will reminiscent these movements. We will miss each other. These stupidities, the secret sex talks, those class bunks and the feeling to do whatever it takes for you, for our “crazy” friends”, but question comes how?

That’s where music or songs come in. As we are speedily jumping the years and will soon reach the next decade and the present will quickly become quintessential past, I have came up with “Top Ten All Time Teenage Bollywood (Hindi) Songs” of today’s generation, which whenever you listen, either you jump and dance or you cry. Guess the song title as you read the title.

“Niklenge maidan mein jis din hum jhoom ke Dharti dolegi yeh kadam choom ke”
No doubt the first must be classy and makes you feel jump on the top of the world. It’s “Wo Sikander hi Dosto Kehlata hai” from the young 1992 Aamir Khan’s movie “Jo Jeeta Woho Sikander”.  The song has the feeling of friendship and unity of a group. The peers you hang out with makes you feel like you can conquer the whole world till you are all together. This song perfectly portrays this emotion. The voice of Udit Naryan just blends like honey in your ears. A perfect song with flawless feel and video!
“Kaisa Ajab Yeh Safar Hai, Socho To Har Ik Hi Bekhabar Hai Usko Jaana Kidhar Hai, Jo Waqt Aaye, Jaane Kya Dikhaaye”
One has to change roads some day. This movie is only about this. The way we have to someday leave our fun and friends behind basically to settle down. “Dil Chahta Hai”, the movie and it’s the title track beautifully depicts the teenage friendship. We as youth want these moment to never end but they end someday. The wonderful part is we can always cherish them and smile later.
“Mitran de sang Sab kuch all right si”
Again, a song which makes you step up and dance on the DJ floor. This song have the feel of party and as lyrics above said, “Everything is alright with the friend by my side!” The song is perfect match to what you feel along with your mad and best friends. If “Dil Chahta Hai” was 90’s youths favourite, then “Vele” can be said present youths favourite though its love is quickly fading away as time stops for no one and the music industry is bombarding with songs.
“Usne Baath Ki Kuch Aise Dang Se

Sapne De Gaya Hazaaron Rang Ke”
The song which you can never ever miss out in any way as your eyes met the first time with your lover. Again a wonderful song sung by Udit Narayan from the movie “Jo Jeeta Wohi Sikander”. Yes, you guessed it perfectly! “Pehla Nasha”, a classic love anthem which beats in the hearts of teenagers even today. The beauty is in its lyrics. The complexity, intensity and the poetic feel, makes it precisely “magical”, as you dive inside the song deeper. Though the present generation go for “Tum Hi Ho” and Arjit Singh– no one can beat today, still this classic remains legendary.
“Concentrated H2SO4 ne poora Poora bachpan jalaa daala”
Every one of us has felt the pressure of studies at some point in our life. Probably when it was your first board exam or when you were in college’s second year. Ragging makes it more difficult for some. Sadly, some people can’t cope up with this pressure. “Give Me Some Sunshine” by the lyricist, ‘Swanand Kirkire’is a brilliant song that everyone can relate to. It is song which screams out what every student wants to scream.
“Mera falsafaa kandhe pe mera basta Chala main jahaan le chala mujhe rasta”
The movie and its song all of it makes you sing your heart out. “Ilahi” is one of the songs which motivates, rejoices and soothes you, all together. No doubt, it is the song that can never bore you and so it will remain evergreen.
“Dhuaan Chhataa Khula Gagan Mera Nayi Dagar Naya Safar Mera”
No way can anyone miss out this peppy song, “Rubaru”! A song which soothes and at the same time motivates you to enjoy your this struggle as a youth. A song which make you feel the sunshine in the storms. No doubt, “Rang De Basanti” have all the hit list, but this song stands out amongst all somehow.

“Teri har ek buraai pe daante woh dost 

gam ki ho dhoop to saaya banne tera woh dost”
We all are social beings and finding that one friend in these billions of people that is forever is what everyone wishes for. Above lyrics perfectly says it all. Yes, the above lyrics are from “Yaaro Dosti” by KK. The song, the video and the composition, how can one not fall inside the memories one spend with his/her friends.
“Ye jo pal hain ye na beete Yoon hi main rahun”
That feel when the exams are finally over forever but we all forget that exam called “life” continues until one dies. “Kya Karoon” from Wake Up Sid is a totally exceptional song which each and every youth can someone relate to.

“Aane waali subah jaane rang kya laaye deewanee,  Meri chaahat ko rakh lena jaise koi nishani”
This song was written and sung in romantic sense and its lyrics have that feel as well, but it turned out to be a friendship song when Abhijeet Sawant and all the other participants of Indion Idol Second sang this song together. This song can never fade away and no doubt, whenever it plays in that moment of farewell and goodbyes, it never give you chance to not to cry. “Pyaar Ke Pal” is what we remember and cherish at last.

© ritikapeace