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Utterly Butterly girl cries for first time: Bids adieu to its creator!
September 13, 2012 08:22:33 PM IST By Enkayaar, Glamsham Editorial
Since it was created in 1966 and has been the conscience keeper of the nation, through its strategically placed hoardings in Mumbai primarily and in other parts of the country and also mainstream newspapers have the Utterly Butterly Girl shed tears. But why should she not, she has been orphaned, her creator, Prof P.J. Kurien who revolutionized milk production in India and was the subject matter for iconic film made by Shyam Benegal MANTHAN, which is one of the most poignant success stories that have been made by mainstream cinema fraternity underlining the progress that the country achieved on its own, riding on the grit, determination perseverance and persuasion of the stakeholders, the farmers, more so the lady farmers.
While crowd funding is the buzz word for promoting alternate cinema how many amongst us would be even aware about the fact that MANTHAN was the first film in all probability that was a by-product of the crowd funding or stakeholder funding? Indeed, MANTHAN was financed by all the dairy farmers and some of them had only contributed a rupee each, but it all accumulated up to a million rupees and this made MANTHAN possible, and this was all based upon the idea of its founder Dr. P.J. Kurien who had suggested to Shyam Benegal to go for stakeholder funding to make the film.
The iconic brand building exercise that Amul ads have evolved into over the last five decades have been only owing to the policy of Prof Kurien who had given a totally free hand to Sylvestor DaCUnha and his advertisement company to go ahead and create campaigns without obtaining his consent, and it was a monumental step forward if one were to situate it in the time frame, i.e. the sixties. But Kurien being Kurien he gave that freedom, but also injected the caveat that if the ads created trouble then the team had to face the music and he would not come forward to the defense. It indeed has been a smooth sailing but for few hiccups but this would indeed not have been possible but for the free hand and the inspired leadership and mandate that Kurien had given to his advertising team.
Big B has been one of the biggest fans of this little chit of a girl and has collected all the campaigns in which he has been a part. As Big B said in the book Amul's India "Amul's ads give threefold effect to a campaign, the brand, the humour and the topicality. For the film industry and the films that get mentioned in the campaign, it is a free publicity, a boon for all producers struggling to maximize on awareness, without spending. And yes, it does reflect and becomes a yardstick of success". May the trend continue and Kurein would keep smiling from the heaven.