Mumbai: Dec 27, 2012
Amul, known for its popular ad campaigns, honoured India batting great Sachin Tendulkar, who announced his retirement from One-Day Internationals recently.
The ad is titled ‘Sachinnings are rare’ and shows Tendulkar playing cricket with the Amul girl.
Amul had earlier dedicated one of their ads — titled ‘Aadar of Australia’ — to Tendulkar being honoured with the Member of Order of Australia by prime minister Julia Gillard.
Amul had also spoofed the Master Blaster’s poor run of form, saying Sachin should ‘move his feet to eat’.
Amul is known to create ad campaigns as series of hoardings with topical ads, relating to day-to-day issues.
The campaign is widely popular and earned a Guinness world record for the longest running ad campaign in the world.
It all started when in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter.
The Amul girl was created as a mascot as a rival to the Polson butter girl. “Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife’s heart. And who better than a little girl?” said Sylvester daCunha. And so it came about that the famous Amul Moppet was born.
Some of the recent ads on cricket include India’s captaincy drama, Monty Panesar’s efforts in the India-England series (‘Monty, Pan-asardar hai’), Cheteshwar Pujara and Alastair Cook’s batting (‘Pet Pujara’), Unmukt Chand captaining India to the U-19 World Cup (‘Chand, tare tod laya’), a spoof on Shoaib Akhtar’s book Controversially Yours and a tribute to Mansur Ali Khan Pataudi (‘Khuda Ko Yahin Mansur Tha!’).