Sylvester Cunha - A Lifestory

Sylvester da Cunha was a prominent Indian advertising professional who left an indelible mark on the industry, particularly through his work with the advertising agency, Advertising and Sales Promotion (ASP). He is most notably remembered for his pivotal role in creating the iconic Amul girl campaign, which is one of the longestrunning and most successful advertising campaigns in Indian history. Da Cunha recognized the potential of using a simple, relatable character to connect with consumers and convey the brand's message in a memorable way.

Under his leadership, the Amul girl campaign adopted a strategy of witty and topical commentary on current events, using the innocent and endearing character to address social, political, and economic issues. This approach not only promoted the Amul brand but also made the advertising relevant and engaging for a wide audience. Da Cunha's vision transformed Amul's advertising from a straightforward product promotion to a cultural phenomenon, solidifying the brand's place in the hearts and minds of Indian consumers. He understood the power of humor and satire in advertising and effectively utilized it to create a campaign that resonated deeply with the public. Beyond the Amul girl campaign, Sylvester da Cunha contributed significantly to the growth and development of the Indian advertising industry, mentoring numerous professionals and shaping the landscape of advertising practices.