00:00What does this girl and Shashi Tharoor have in common?
00:08And no, this isn't a joke.
00:10The face of India's most famous butter girl, the cheeky blue-haired Amul mascot was inspired by do you know whom?
00:18Shoba Tharoor, Shashi Tharoor's young baby sister.
00:21Yet, the queen of funds came from the sister of the king of vocabulary.
00:30Back in 1996, Amul was the underdog.
00:57The butter market was ruled by Polsun with its sweet, soft, polite mascot.
01:02Amul's marketing head, Sylvester Dakuna, wanted something spicier.
01:06So his team sifted through 700 photographs until the shotlets did the perfect one with the impish grin.
01:12And that was the 10-month-old Shoba Tharoor.
01:15Artist Eustace Fernandez drew her with blue hair, polka dots and eyes that would get away with saying anything.
01:22And then came the tagline, utterly butterly delicious.
01:26But that very mistake launched India's longest-running mascot Anna tagline, which incidentally was written by Misha, Sylvester's wife.
01:33Butterly wasn't even a word, but it started a quirky twist which made people look twice and smile.
01:40And that's what marketing nerds called novelty bonus.
01:43And this time, it was branding gold.
01:45This wasn't about butter.
01:47The Amul girl became India's witty cultural commentator, poking fun at politics, cricket, Bollywood and everything in between.
01:55Over 50 years later, she holds the Guinness World Record for the longest-running ad campaign.
02:00She wasn't just a mascot.
02:02She became a trusted voice that made us feel seen.
02:05She turns headlines into smile.
02:07That's not just branding.
02:08That's cultural citizenship.
02:10Here's the genius.
02:11They took something imperfect.
02:12A made-up word, a mischievous face.
02:14And made it iconic through consistency and relevance.
02:18Psychologists call it the novelty factor, something that breaks the pattern.
02:22But Amul kept her fresh by tying her to headlines.
02:30Chapter 4 3
02:31And that's a cool voice that forces us to change the timing of that.
02:35And that's a cool voice and that's a great part.
02:40Here I see.
02:43That's just a cool voice.
02:44Here you go.
02:45You can see.
02:47Let's see.
02:49When I put the values together.
02:52You can see my jaw and remove that.
02:55It's a cool voice that was Rink.
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