net/KhushiSen/analysis-ofmeme-amul-butter-girlkhushi-sen The Amul girl
Oct 5, 2007, 04.22am IST

As a person who created the Amul girl, I found your article on the Amul moppet (ET, October 3) very interesting. But a few things need to be clarified. The 1966 campaign was launched by Amul's Advertising & Sales Promotion. The plans board system was followed in planning. The three members of the plans board were Sylvester D'Cunha, Usha Katrak and K Kurian. The slogan 'Utterly Butterly' was suggested by Nisha D'Cunha, but the plans board changed it to 'Utterly Butterly Delicious Amul', because of product description. K Kurian suggested a mischievous little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days. The hoardings had to be changed frequently. I drew the mascot with these in mind.

The Birth of Amul
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It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The Amul Model
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

processing and marketing  Professional management . Establishment of a direct linkage between milk producers and consumers by eliminating middlemen  Milk Producers (farmers) control procurement.

44. More than 15 million milk producers pour their milk in 1. . ensuring a better life for millions.The Amul model has helped India to emerge as the largest milk producer in the world.246 dairy cooperative societies across the country. Their milk is processed in 177 District Co-operative Unions and marketed by 22 State Marketing Federations.

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