Amul: charm, campaign and controversies!

For over 50 years, the Amul girl has been commenting on all things, capturing the spirit of India with beguiling charm but certain spoofs and satirical messages got the campaign's makers into legal wrangles. Says Rahul daCunha, managing director and creative head of daCunha Communications, the ad agency that creates the Amul outdoor billboards, "In the 21 years that I've been the 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." But, daCunha says, lampooning occasionally has also led the company to the doorsteps of legal process.