RIP Sylvester da Cunha

Da Cunha was known for his campaigns for Amul and had conceptualised the brand's mascot and Utterly Butterly Delicious tagline in 1967 along with his art director Eustace Fernandes.

daCunha was associated with Amul since 1965.

He started daCunha Communications in 1969, which to the present date conceptualises topical posts for Amul’s campaigns on social media, print and OOH. 

Pavan Singh, general manager-marketing, Amul India, paid his tributes to daCunha through a LinkedIn post. 

“Along with the legendary Dr Verghese Kurien, it was Sylvester Dacunha who had initiated our immortal, iconic topical campaign in 1966, which is one of the longest continuously running advertising campaigns in the world. This campaign scaled new heights, moved seamlessly from OOH to print, TV and then digital and social media, enhancing its reach and popularity across multiple generations,” he said.

He added, “Sylvester Dacunha once told me that he had designed his famous Amul Cheese boy, the brand mascot of Amul Cheese in the late 90s - early 2000s, keeping my image in mind, his way of perhaps acknowledging my contributions in building the category. I will always cherish memories of my interactions with him. His advertising acumen, his gentle, fatherly nature, his amazing wit and sense of humour are etched in my memory.”

(Source: Campaign India)