The Amul ‘utterly butterly’ topical ad series is the most sustained campaign, with its tongue-in-cheek comments on current affairs. The first ad featuring the Amul girl on a horse appeared in March 1966 (with the caption ‘Thoroughbread’). The campaign run by daCunha Communications, Mumbai, has been endearing the Amul brand to the people for 50 years. The Amul campaign was started by Sylvester daCunha in 1966 along with illustrator Eustace Fernandes and Usha Katrak. Rahul daCunha inherited the Amul campaign from his father in the early 1990s. He, along with Manish Jhaveri, the only copywriter for the Amul campaign for 22 years, and illustrator Jayant Rane, who has been sketching the ads for 30 years, keep churning out the utterly butterly comments on our life and times.