Meme: AMUL DOLLORIGIN:The Amul girl was created as a response to Amuls rival brand Polsons butter-girl. Theidea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched thebrand portfolio from the previous agency FCB Ulka. It was executed by Sylvester DaCunha, the owner of the agency and his art director Eustace Fernandez on hoardings,painted bus panels and posters in Mumbai. The mascot, since then, has been mobilizedto comment on many events of national and political importance like Emergency inIndia in 1976.AMUL BUTTER GIRL AS A MEME:The Amul Butter Girl has always been co-opting a lot of ideas which is, they have beendesigning as the years have gone by. This is a part of their advertising strategy. Theyhave been taking every current affair and designing an advert that is their take on thatsituation. They ensure they have a certain opinion as well as that they are quick inresponse to that situation. The way they positioned their campaigns it was very evidentthat they were in the market with a ‘voice’ through the Amul Butter Girl. She startedbecoming the ‘symbol’ to revolutionize the way people looked at ‘butter’. She startedgiving a humourous take on what often seemed serious situations in social, economical,political or any other contexts! Thus, she helped propagate many ideas. She, in turn,today is a Meme!Example: One hoarding reads ‘Don’t Hungry Me’, a pun on Akshay Kumar’s “Don’t angryme” line from the film Rowdy Rathore. The other highlights Anna and Ramdev’s‘Dostanna’, a word that means friendship in Hindi (and also the title of a 2008 comedy)with an extra ‘n’ to form ‘anna’ as its second half. There is also a third hoarding that hasbeen put up across the country. This one, ‘Book Laggi Hai?’ plays on a Hindi word forhunger, bhookh, while also acting a plug for the Amul book just out.CO-OPTING THE AMUL BUTTER GIRL:The Amul Butter Girl campaign has become a social critique that entertains as well aseducates. It is in fact a humorous take on everything that has made India what it istoday. Thus co-opting it, has also started to open up avenues for people to take thememe and project it in their own context.Example: ORIGINAL
Example: CO-OPTINGHOW HAS CULTURE TAKEN IT FORWARD?A culture is a collection of ideas. And the Amul Butter hoardings have become a cultureby itself. There has been any Indian moment of significance – whether its sports related,film related, politics related, personality related, achievement related, etc that has notbeen celebrated cheekily by Amul Butter. There was once a take on India Shining too –they called it India Dining. Like its tagline suggests, ‘A Taste of India’, the culture of Indiahas helped it in enhancing the way it propagates its ideas and gives across a pool ofmemes, that is, a memeplex.IS THERE AN END TO IT?It has been used as an Advertising Mascot. So as long as the brand has been in themarket, the meme has existed. Due to the co-opting of the same meme, this meme hasthe potential to evolve and live a long life. Thus, there is no concrete end to the meme ofthe butter girl as she will continue to change the way people perceive various situationsand increase the level of understanding of that same situation through the context ofhumour and gags.