Advertising veteran Sylvester daCunha, who designed the long-lasting 1966 Amul Girl ‘completely butterly’ marketing campaign, died in Mumbai on Tuesday night time. “Very sorry to inform about the sad demise of Shri Sylvester daCunha, Chairman of daCunha Communications last night at Mumbai. A doyen of Indian advertising industry who was associated with Amul since 1960s. The Amul family joins in mourning this sad loss,” Amul managing director Jayen Mehta took to Twitter to share the information.

Amul’s normal advertising supervisor Pavan Singh expressed grief over LinkedIn. Calling Sylvester the “legend of Indian Advertising world”, Singh stated he was very unhappy to study Sylvester’s demise. He additionally stated that it was an honour to have learnt from him over almost three many years.

He added, “Along with the legendary Dr. Verghese Kurien, it was Mr. Sylvester Dacunha who had initiated our immortal, iconic topical campaign in 1966, which is one of longest continuously running advertising campaigns in the world. This campaign scaled new heights, moved seamlessly from OOH to print, TV & then digital & social media, enhancing its reach & popularity across multiple generations!”

Further talking about Sylvester, Singh stated, “His advertising acumen, his gentle, fatherly nature, his amazing wit & sense of humour are etched in my memory. I am sure, he will live on forever, in the minds & hearts of Advertising & marketing professionals in India.”

Sylvester, brother of late promoting skilled Gerson daCunha, was in his 80s and is survived by his spouse Nisha and son Rahul daCunha.

Working with Amul since Nineteen Sixties, Sylvester has been an integral a part of Amul’s promoting division. He can be identified to have pioneered the idea of promoting being achieved primarily based on modern occasions.

The Amul woman commercial, which started in 1966, accomplished 50 years in 2016.