In 1966, Amul roped in Sylvester daCunha, the managing director of an ad agency, to whip up a campaign for Amul Butter. DaCunha cooked up a series of hoardings with witty, butter-smooth ads that tackled day-to-day issues with a dollop of humor.
It gained immense popularity and achieved a Guinness World Record as the longest-running advertising campaign globally.
In the 1980s, cartoonist Kumar Morey and scriptwriter Bharat Dabholkar worked on creating the iconic Amul ads. Dabholkar, who opposed the trend of using celebrities in ad campaigns, credited chairman Verghese Kurien for fostering a creative and open environment that allowed the ads to thrive.