Utterly, Butterly SILVICIOUS!

Being a father of a daughter is a significant responsibility. Unfortunately, birth of a girl child is often rebuked in India. However, in 1966, a remarkable advertising man brought an imaginary girl to life. He endured the labor pains of creation and thus, the world-famous ‘Amul girl’ was born. For the past fifty years, this iconic figure has been making waves in the Indian advertising world. Sylvester da Cunha, the adman who played both her mother and father, passed away on Tuesday, June 20, 2023. He was associated with Da Cunha, an advertising agency renowned for promoting various brands. Among his numerous advertisements, his work for Amul, a brand name of milk producers’ cooperative, stands out the most. While quality plays a crucial role in the success of any brand, it is through imaginative and creative advertising that a brand truly ascends to the pinnacle of success. Da Cunha’s creativity transformed a modest milk producers’ cooperative from Gujarat into a powerful brand through his advertising prowess.

Bharat Dabholkar, a renowned advertising professional, initiated his career under Da Cunha’s guidance. Dabholkar had previously worked as a manager at a company like Philips. Da Cunha recognized Dabholkar’s creative talent and offered him an opportunity to work in the advertising industry. In this article, Dabholkar fondly recalls his memories of Sylvester da Cunha.

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In the world, we encounter individuals who possess genius, while others possess the secret of extracting work from geniuses. Sylvester da Cunha, however, embodied both qualities. He was not only a genius himself but also a successful ‘Management Guru’. Da Cunha possessed the remarkable ability to identify the unique qualities in individuals and transform those qualities into golden assets. He wholeheartedly supported new ideas and encouraged my creative endeavors. Owing to his English-speaking background, Da Cunha had limited knowledge of Marathi or Hindi. However, when I pitched the idea of advertising in Hinglish (a blend of Hindi and English), he fully embraced it. I admired his open-mindedness immensely.

Having come from a completely different field of advertising, with a law degree in my background, Da Cunha recognized my creative potential and offered me a chance. When a senior colleague departed, I suddenly found myself entrusted with significant responsibilities. During this time, I swiftly learned the intricacies of the advertising industry. Da Cunha acted as a mentor, guiding me through every department of the agency, akin to a father figure. Despite receiving numerous opportunities after gaining fame, I remained loyal to Da Cunha’s agency due to his unwavering support.

During my tenure, I also took on the responsibility of creating advertisements for Amul. Da Cunha collaborated with cartoonist Eustace Fernandes to bring the Amul Girl to life. The story behind her creation is captivating. Sixty years ago, Polson, the dominant butter brand at the time, had its own mascot known as the Polson Girl. Amul, on the other hand, lacked a similar branding element. Da Cunha creatively conceived the Amul Girl on a modest budget. The unique aspect of the Amul Girl is that she is not only endearing but also provides humorous or emotional commentary on current events. She captured the hearts of the Indian people then and continues to do so today.

If someone were to ask me about my contribution to the further development of the Amul Girl, I would say that I “Indianized” her, who had previously been Anglicized. I introduced her in various Indian languages like Marathi, Hindi, and Bengali, thereby making her accessible to people across the country. This helped to reach the brand Amul in every Indian household nationwide.

Recognizing my creative abilities, Da Cunha provided me with an opportunity to write one or two plays. Despite his straightforward demeanor, he never shied away from experimentation. When he approached me for the plays, I told him, “I will write the plays in my own style, the Hinglish style. I will only write them if you think it’s right.” Da Cunha responded, “I don’t believe people will appreciate your experiment, but when you’re doing something different, write it in your style without compromise.” I followed his advice and wrote the plays in my unique style. To my delight, they were loved by the audience and created history between 1980 and 1982. This success led to my recognition in theatre too. Notably, despite receiving mixed reviews from prominent critics regarding my Hinglish experiment, Da Cunha and the audience always supported me.

I vividly recall a visit to Da Cunha’s old-fashioned and austere house by P.  L. Deshpande, a renowned figure in Marathi Literature. The interaction between these two veterans was relaxed and memorable. During this visit, P.  L. Deshpande shared insights into Portuguese houses and their architectural features. Veteran actor Atmaram Bhende also joined us during this visit.

Life takes us on unexpected journeys. While I was working in a different field, I felt a strong urge to pursue a career in advertising. It was during this period that I sought opportunities in various agencies. Da Cunha, recognizing my potential, supported my experiments and granted me a significant position within the agency. It is true that the Bharat Dabholkar of today owes his success to Da Cunha’s unwavering support. Had I not crossed paths with Sylvester da Cunha, I would likely have been pursuing a completely different path. Da Cunha’s influence extended to the creation of many renowned brands as well.

I would like to offer my sincere tribute to the remarkable individual, Sylvester da Cunha.

Recently, a friend asked me how you will pay a tribute to Da Cunha. In response, I shared my idea to create a billboard featuring Sylvester da Cunha portrayed as a nurturing mother, gently cradling a newborn baby. The accompanying tagline will read, “Utterly Butterly SYLVICIOUS.”

– Bharat Dabholkar

(As narrated to Kanak Waikar)

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Note: While narrating this story excerpt is taken from the article ‘Bharat’bet’, from the Book ‘Niwadak Chinha’ published by Chinha Publications.