Sylvester daCunha, the creator of the Amul campaign in 1966, is no more.

daCunha conceived the Amul 'Utterly Butterly' Girl along with his art director Eustace Fernandes. The campaign turned 50 in 2016.  He was then the MD of advertising agency ASP.

It was daCunha who decided to change the "boring image" that was used for the butter brand till then. The idea was to have a girl who would "walk her way in the Indian kitchen and the housewife's heart", daCunha has been quoted as saying.

Amul has been associated for decades now with witty and tongue-in-cheek moment marketing ads. The first of such ads mimicked the Hare Krishna movement in 1969 with the Amul creative team coming up with the caption - "Hurry Amul, Hurry Hurry".

Pavan Singh, General Manager-Marketing at Amul India, paid his tributes to the adman in a social media post.