Amul girl

The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka.

It was executed by Sylvester da Cunha, the owner of the agency, and his art director, Eustace Fernandes, on hoardings, painted bus panels, and posters in Mumbai.

[4] Verghese Kurien, then the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), suggested a mischievous little girl as a mascot with two requirements.

[7][8] The poster caricature shows Hnamte in a Mizo traditional attire waving the Indian tricolour, and bears the slogan: "Esthereal performance!

", where the word "eat" bears the meaning of either directly accepting a bribe or indirectly profiting from an illegal act, in the Hindi language) for Suresh Kalmadi over the 2010 Commonwealth Games scam, they ran into trouble.