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She also sees her neighbors and grows curious. Rinky Kumar |, Deepika Padukone on Ranveer Singh: Thank god we didn't get locked down without each other, Religious groups suing New York virus curbs get Supreme Court backing, Vivian Dsena: Off screen, who you get along with really doesn't matter, Cops to look at money angle in IT Cell accounts, Testing at Mumbai's railway stations gets streamlined, We had no information on why Rohit is not travelling with us: Virat, Maharashtra's forest dept makes wildlife-friendly underpasses a must, COVID-19: Respite for locals from Kharghar right up to Panvel, Court rejects ED intervention plea in MSC Bank case, One dead, 15 injured in road accident on Mumbai Expressway, Constitution Day: Mumbai University Professor shares insights. She enjoys a pivotal place in the Indian landscape because the nature of her comments makes news. Is Aamir Khan's daughter Ira dating her fitness coach Nupur Shikhare? These events became significant for the Amul girl to comment on. one Explaining the reason, da Cunha says, “From the ’90s, politics became personality-oriented. 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. In December 2011, an ad poking fun at Mamata Banerjee got Amul into trouble in Kolkata. #Amul Topical: Indian Grandmaster wins World Women’s Rapid Chess Championship – (second Indian after Vishwanath Anand to win rapid gold)! This website uses cookie or similar technologies, to enhance your browsing experience and provide personalised recommendations. “Our presence on social networking sites has increased our readership and viewership. In a new television commercial (TVC) that went on air earlier this month, the Amul girl is seen frolicking around on a boat and a tree house in a fantasy land with kids urging them to team up butter with pasta, noodles and corn. Likewise, film stars and television became larger-than-life for the common man. Mascot Diaries: Adventures of the Amul Girl…, Amit Nair shares insights from Zee Zest’s digital-first strategy to grow…, We spend 50% of marketing budgets on TV & 40% on…, Larger discussion is around the content of news channels: Mohit Joshi, The viewership for our platform increased more than double: Ridhima Lulla,…, South has always been an essential market for us: Sukhpreet Singh,…, Opinion: Stream or Screen – The future of movie theatres in…, Opinion: Television for the millennial? We can’t adopt her hoarding avatar in the TVC as the events that she comments on are time-bound. #Amul Topical: BCCI does not renew Dhoni’s contract! To the extent that they said they would come and destroy Amul’s office if the ad wasn’t removed. Also when you work on a 3D model, you have to work on it and the background separately. “After 50 years, we thought of introducing her to the 3D format and transfer her to another medium -- the small screen. 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. #amulstories #Repost @devikasaraogi ・・・ Spacely for you! Sign up for all the latest news, top galleries and trending videos from Mid-day.com, Diwali Special Recipe: Smashed Raw Banana Fritters. Also in the hoardings, she comments on daily events in a tongue-in-cheek manner. Though Rane continues to draw it manually, thanks to digital technology, the image is scanned on computers and later turned into prints that finally take form on billboards. Those 30 seconds were mortifying. Interestingly, in a first-of-its-kind, the TVC featuring the 3D mascot will be aired in cinema halls in the coming months. Amul Girl refers to the advertising mascot used by Amul, an Indian dairy brand.The Amul girl 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. At that time, the mascot sported a fuller figure. Amul has claimed its place in the Guinness Book of World Records for the longest-running ad campaign after completing 39 years of the Amul Girl campaign. Now she sports a slightly slimmer avatar to appeal to the kids. That’s when da Cunha senior thought of the line, ‘Utterly butterly delicious’. The new TVC is a step toward being in sync with the contemporary world. The first hoarding developed by Sylvester da Cunha, founder-chairman of DaCunha communications, and cartoonist Eustace DeSouza in 1966, In 1970s, the need to widen the mascot’s horizons prompted da Cunha senior to introduce current events on the hoardings. CTRL + SPACE for auto-complete. 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. Kajal Aggarwal and Gautam's Maldives honeymoon will make you jealous, Bhumi Pednekar's Durgamati compared to Anushka Shetty's Bhaagamathie, Man with 5 wives assaults his son's 19-year-old wife over property dispute, IND vs AUS: Ishant Sharma ruled out of Test series, IND vs AUS 1st ODI: Australia win toss, opt to bat against India, Mumbai Crime: Woman molested on local train by man who saved her from armed chain-snatcher. 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 gradually the media started focusing on cinema and television. Amul’s sales figures jumped from 1000 tonnes a year in 1966 to 25000 tonnes a year in 1997. Copyright © 2020 Zee Entertainment Enterprises Limited. Things changed when Rahul da Cunha started working on the campaign in 1993. . She is the face of the prime Amul product, Amul Butter – embedded in a simple but effective way to recognize the brand. Copyright © 2020 Mid-Day Infomedia Ltd. All Rights Reserved.

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November 13, 2020 |

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