The iconic Amul girl commercial was created by Indian advertising guru Sylvester daCunha, who is receiving numerous tributes.
He passed away on Tuesday evening in Mumbai, a city in western India, but his passing was only made public on Wednesday by the Amul.
He is credited with creating the Amul girl campaign in the 1960s, a well-liked mascot that later became the symbol of the dairy company.
One of the biggest milk producers in the world is Amul, a dairy cooperative with its headquarters in Gujarat, a state in western Asia.
"The Amul family joins in mourning this sad loss," Amul's managing director Jayen Mehta tweeted about daCunha's passing on Wednesday.
The company's general marketing manager, Pavan Singh, referred to daCunha as a "legend of the Indian advertising world" and gave him credit for creating "one of the longest continuously running advertising campaigns in the world.".
This campaign "scaled new heights, moved seamlessly from OOH [Out-of-Home] to print, TV, then digital and social media, enhancing its reach and popularity across multiple generations," the author claimed.
On Twitter, a number of businesspeople, politicians, and advertising experts have shared their condolences for daCunha's passing.
Sashi Tharoor, a Congressman, expressed his sadness over the news. "An age has ended. I'm sorry, he tweeted.
Former quizmaster and Trinamool Congress politician Derek O'Brien shared one of his favorite Amul commercials and expressed "much respect and admiration" for daCunha.
After receiving the account for Amul butter for his advertising agency, the advertising guru is said to have created the "Amul Girl" ad campaign in 1966.
The company's mascot, a naughty young lady with blue hair and a polka-dotted dress, first appeared on a few billboards in Mumbai and has since grown to be a significant figure in the company's history.
The Amul girl has also functioned as a social critic over the years. Her appearance in the brand's advertisements has provided a satirical perspective on almost every important Indian event, whether it be a political scandal or a sporting triumph.
Amul is a dairy industry leader and one of the country's largest milk producers thanks to the widespread availability of its milk products in India.
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