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Thats butter! The Indian ads punning for half a century

The colourful ads, which play on English and Hindi words, have been running for 52 years on billboards, newspapers and now most regularly on social media, striking a chord with educated, mainly urban Indians. Indian creative head of Amul advertising campaigns Rahul daCunha (R), cartoonist Jayant Rane (C) and copywriter Manish Jhaveri during an interview with AFP in Mumbai. – AFP Almost every topic is cheekily covered: From political controversies to corruption scandals, sporting triumphs and failures, movie blockbusters and the lives of celebrities. Deaths are dealt with more solemnly, in black and white. “To have a campaign that has become part of the social consciousness is phenomenal,” said marketing expert Deepali Naair. “They evoke emotions. Sometimes they put a smile on my face, sometimes they make me frown,” she added. The ads are the work of a three-man team working for Mumbai-based ad agency daCunha Communications. Along with daCunha himself, there’s cartoonist Jayant Rane and copywriter Manish Jhaveri. More than 4,000 ads have been produced since daCunha’s father, Sylvester daCunha, started the campaign in 1966. Rahul took over in the early 1990s.

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