MxMIndia

Tag: da Cunha

  • Utterly Butterly Tendulkaricious: 50 Amul ads charting the Sachin Tendulkar story

    On April 24, 2013, to coincide with Sachin Tendulkar’s 40th birthday, we had published a spread on the Amul Butter topicals, as they are called, featuring the master batter. But post the 40th, the Big Man had retired, and wasn’t really top of mind in the last decade. But, then, it’s Sachin Tendulkar we are talking about, and Gujarat Cooperative Milk Marketing Federation Ltd, the makers of the Amul brand, and the folks at da Cunha Communications have a special affinity for the man.

     

    So here are 50 ads that capture major moments from the master blaster’s life. Enjoy

     

    By Our Staff

     

    Tribute to Ramakant Achrekar, the man who shaped many a battter’s careers, including Sachin’s (Jan 2019)

     

    On being unable to make a speech in the Upper House thanks to sloganeering (Dec 2017)
    On being unable to make a speech in the Upper House thanks to sloganeering (Dec 2017)

     

    (Sachin felicitates our Rio Stars, 2016)

     

    (Tendulkar lashes out at former coach in his autobiography, Nov 2014)

     

    (The tennis star hasn’t heard of our God of Cricket!, July 2014)

     

    (The Taliban bans Pak media praising Sachin, Nov 2013)

     

    (Sachin dedicates his Bharat Ratna to all mothers, Nov 2013)

     

    (Sachin’s final Test match, Nov 2013)

     

    (On his retirement, Oct 2013)

     

    (Umpire Dickie Bird keeps Sachin out in his World XI, April 2013)

     

    The latest Amul ad on turning 40 (April 2013))

     

     

    Tendulkar retires from One Day International – Dec’12

     

    Good wishes for Sachin Tendulkar to return to form – Nov’12

     

    Legend Sachin Tendulkar to be conferred with the membership of The Order of Australia – Oct’12

     

    Dismal performance by Sachin Tendulkar in the ongoing Test Series.- Sept’12

     

    New hairstyle being donned by ciricketer Sachin Tendulkar – May’12

     

    Veteran cricketer Sachin Tendulkar nominated to Rajya Sabha – April ’12

     

    Sachin Tendulkar achieving a record hundredth Century – March 2012

     

    India’s obsession with Sachin Tendulkar’s 100th hundred (January 2012)

     

    Former Pakistani fast bowler Shoaib Akhtar’s ouburst against Sachin Tendulkar in his autobiography (September 2011)

     

    Indian cricketers injured in the ongoing ODIs (Sachin had injured his big toe) – September ’11

     

    Sachin Tendulkar, the first batsman to score 50 test centuries (December 2010)

     

    Special edition autobiography of iconic Indian cricketer, to have his blood on the signature page-July’10

     

    Sachin Tendulkar scores a double century against South Africa in the second one-dayer (February 2010)

     

     

    Controversy surrounding the friendship of Sachin Tendulkar and Vinod Kambli (July 2009)

     

    Controversy surrounding Adam Gilchrist accusing Sachin Tendulkar of not having a sporting attitude & being a liar, in his about to be released autobiography (October 2008)

     

    Indian master blaster Sachin Tendulkar missing century in cricket one-dayers.(November 2007)

     

    Indian batting maestro Sachin Tendulkar – the Master Blaster to appear as superhero in a new range of comic books, animation and games (March 2007)

     

    On master blaster Sachin Tendulkar’s 35th Test Hundred making him the highest century maker in the history of Test Cricket (December 2005)

     

    Sachin Tendulkar marks his return to international cricket with a sparkling knock (October 2005)

     

    On Indian star batsman Sachin Tendulkar’s tennis elbow aliment which has kept him out of cricket (October 2004)

     

    Disappointing performance by Indian Cricket Team in Holland Tri-Series, NatWest Trophy and ICC Championship Trophy. They seem to be concentrating on testimonial advertising rather than Cricket – September’04

     

    About new found team spirit in South Africa – March 2003

     

    On Indian cricketers extremely high levels of endorsements on T.V. – February 2003

     

    On the launch of the restaurant `Tendulkars’ in Mumbai – October 2002

     

    On the waiver of import duty on the Ferrari gifted to Sachin Tendulkar (September 2002)

     

    On Sachin Tendulkar playing his 100th Test Match (September 2002)

     

    Sachin Tendulkar accused of ball tampering (November 2001)

     

    Mike Denness finds Sachin Tendulkar guilty of ball tampering (November 2001)

     

     

    On Sachin Tendulkar’s foot injury (July 2001)

     

    On a stand in a cricket stadium being named after Tendulkar and signing a billion rupee contract – May 2001

     

    Questions being raised on the resignation of Sachin Tendulkar from the captaincy of the Indian Cricket Team.” (Feb 2000)

     

    Media speculations on Sachin Tendulkar’s back trouble affecting his future career (September 1999)

     

    On the lone success of Sachin Tendulkar, while his team-mates keep failing (1999)

     

    Sachin Tendulkar’s back injury (1999)

     

    About the similarities between Don Bradman and Sachin Tendulkar (1998)

     

    On Sachin Tendulkar winning a car for the cricket finals between India & Australia (1998)

     

    Ajit Wadekar wants Wonderkid Sachin Tendulkar to be given a flat in Sportsfield – a highrise specially built by the Government for sportsmen – as a gesture of appreciation (1998) 

     

    Indian cricket team’s victory over England (1992)

     

     

    On the smashingly successful partnership between Tendulkar & Sehwag in Kanpur. – January 2002

     

     

  • A newer version of Amul's India is out. Presenting extracts – special articles by Rahul daCunha and Suhel Seth

    Utterly Butterly Amulicious

     

    Over the last 50 years, the Gujarat Cooperation Milk Marketing Federation (GCMMF) which owns the brand name Amul, has been presenting some memorable advertising in the form of topical hoardings. These have turned markers of contemporary issues and events.  A few years back, daCunha Communications and DYWorks came up with a book titled ‘Amul’s India’ capturing the best of the outdoor creatives. Last week, a revised and updated edition was released celebrating the topicals with comments from Amitabh Bachchan, Alyque Padamsee, Harsha Bhogle, Rahul daCunha, Rahul Dravid, Rajdeep Sardesai, Sania Mirza, Santosh Desai, Siddharth Kak, Shobhaa De, Shyam Benegal, Suhel Seth and Sylvester daCunha.

     

    Meanwhile, Amul has also launched a new app “Amul World” which has all the Amul topicals created over the last 50 years. This app will soon be available for download on Android and Apple devices.

     

    At the release last week, R. S. Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF) said, that “We had promised to release the updated edition at the time of launch of the first edition. It is an honour for us to have published the revised and updated edition of this book after the phenomenal print run of 1.2 lakh copies of the first edition. The Amul topical advertising campaign and our consistent advertising strategy has played a very pivotal role in the growth of brand Amul and we shall endeavor to continue our efforts.”

     

     

    Give us this day our daily ad!

     

    By Rahul daCunha

     

    Every day is a new day in the life of the Amul hoarding (or meme as it is now referred to on social media). My job is two-fold — to shepherd the brand, and to spoof the many events that emerge from this Pandora’s Box called India. Seven thousand billboards and twenty-one years later, I have never been tired of saluting and spoofing the numerous facets and faces of our colourful country.

     

    For 50 years, our little Amul moppet, or the Amul girl with her polka-dotted dress and bow, has commented on all things amusing, annoying, absurd and alarming. And unfailingly, India waits for what she has to say with expectation and excitement.

     

    The human race, certainly the Indian human race, has a newly-acquired, collective case of Attention Deficit Disorder. What holds good as a piece of news one day, is irrelevant the next morning. Plus everything is chatworthy news today – take male chauvinist politicians, mass hysteria Bollywood, multi-crore scams, messy scandals, Mamata Banerjee’s diatribes or M.S. Dhoni’s decisions, both follicular and on-field.

     

    In the ’60s and ’70s, daCunha Associates created one hoarding a month. By the ’90s, it had increased to one a week. This year, we went daily.

     

    One new Amul ‘topical’ goes online and outdoor every day. Every morning my creative team — comprising Manish Jhaveri, Jayant Rane and I, connect on what’s on the Amul menu for the day. Is it an upmarket issue that will tickle the fancy of snot-nosed south Bombay? Or a Bollywoodised titbit that will satisfy celebrity-obsessed north Bombay? Or is it a Laloo Prasad witticism that will amuse the Hindi belt? Or has Rajnikanth’s new movie galvanised the south of India? Or has TV show Game of Thrones thunderstruck the Twitter generation?

     

    There are five Indias today – Mumbai, the Hindi belt, the East, the South and social media. Mumbai is a country by itself. The East is passionate about Durga Puja, Dada, Mishti Doi and Didi. The North is political and paparazzi-obsessed. The Hindi belt is focused on Yadav Senior and Junior’s shenanigans. And Facebookers and Twitterers are just obsessed with the flavour of the moment.

     

    In the 21 years that I’ve been campaign custodian, we’ve poked fun and parodied, but never viciously. Our spoofs and satirical messages have been welcomed sportingly by both politicians and popular figures, actors and anarchists. Just occasionally, lampooning has led us to the doorstep of the legal process.

     

    Rahul daCunha is Managing Director and Creative Head of da Cunha Communications, the ad agency that creates the Amul outdoor billboards.

     

     

     

    A For Awesome

     

    By Suhel Seth

     

    Very few brands across the world speak a borderless,  timeless and ageless language. Amul is one of them. Very few brands across the world create both a sense of entitlement and waiting. Amul is one of them. Very few brands touch the soul of consumers in an enduringly consistent manner: reflecting the pathos of an evolving society: Amul is one of them.

     

    The history of India can be told in a three-part voluminous tome or can be absorbed simply by going over the advertising that Amul has created. It is however, as much the history of Amul. Just like the India we see today, ever-evolving; ever brushing aside challenges which may seem insurmountable and yet holding a place of pride in the comity of nations, Amul too has had a story of inspirational zeal. One which is more than about a brand that delights us on dining tables. It is a brand that we never seem detached from.

     

    Over the years, Amul has represented not just innate quality and the vision and coming together of millions of dairy farmers but equally, through its advertising, Amul as a brand has both been a chronicler and a mirror to each one of us. In our lives of drudgery, Amul helps us smile; it helps us laugh away the worries and at times it helps us celebrate the enormity of Indian achievement. It also, at times, very poignantly shows us the way.

     

    For me personally, Brand Amul has been a part of my growing up: not in terms of chronology but equally in an insightful way, capturing the trials and tribulations of a nation that India is. It has always been something that I have looked up to. The advertising that Amul has unleashed over decades is not something that is designed to sell butter. It is indeed designed to help reflect on who we are. I have always believed that Amul’s advertising is not about selling more butter or more milk: it is about helping the young and the old understand the India we are creating: either wilfully or as mere spectators. I have often said to those who care to listen: the biggest civilian honour one can hope to attain in India is to be on an Amul hoarding or in an Amul press advertisement.

     

    Because in a strange way, Amul speaks for every Indian. Amul is infact, many a time, the voice of a multitude of voiceless Indians and herein lies its eternal charm and its enduring appeal. The reason is not because of what it says. But equally about how and why it says it. There are moments in time when silence is not a virtue. That is when Amul’s advertising speaks for millions. There are equally times when in the din we fail to separate the good from the not-so-good. It is at that time that the advertising of Amul helps us set the right course.

     

    Amul’s advertising is a barometer for what India has been, what India is and what India is likely to be. Which is why Amul the brand has morphed into Amul the being.

     

    Suhel Seth is a former Amul baby and now the Managing Partner of Counselage India

     

     

     

    Footnote:

    Excerpted with permission of the authors from:

    Amul’s India

    Based on 50 Years of Amul Advertising

    by daCunha Communications

    (Revised & Updated Edition)

    HarperCollins India

    Rs 299

     

  • You've seen the text and visuals plus the audio and video on the just-concluded World Cup in Brazil. But nothing to beat the 12 Amul ads that were crafted for the occasion

    Utterly Butterly FIFA-licious! [updated]

    You know how much we love to tell various stories via Amul ads. Over the years, they’ve indeed been the true chronicler of the times. Given the growing interest in the FIFA World Cup, there have been 12 ads created by da Cunha Associates for Amul Butter for the just-concluded championship in Brazil… six more since we had the first instalment of this feature on June 30. There have also been some classics over the years, though we couldn’t locate our favourite on Paolo Rossi from 1982 (Pau lo Roz hi) on the Amul website. Enjoy

     

    FIFA World Cup winners ! – July ’14

     

    Brazil’s humiliating defeat ! – July ’14

     

    Lax officiating breaks Brazil’s back – July ’14

     

    The stars of FIFA 2014 ! – July ’14

     

    Dutch footballer fakes dive! – July’14

     

    Leading goal scorer – Rodriguez – June’14

     

    Uruguay striker uses his teeth! – June’14

     

    Brazilian star excels!

     

    Reign of Spain ends – June’14

     

    Portugese player’s aggro behaviour ! – June’14

     

    Persie helps Netherlands thrash Spain!

     

    FIFA fever begins…

     

    And here are some classics:

    Octopus Paul predicting the outcome of the World Cup Football final (2010)

     

    On French Captain Zinedine Zidane shown red card sending him off for vicious
    head-butting Italian defender in the chest during the World Cup Football Final (2006)

     

    On the Brazilian team’s star football players (2002)

     

    Football sensation Diego Maradona takes on the world by storm (1989)