The day began its usual way until I got a call from dear old Dulcie, our trusted right hand in Radeus. The news was not good… she said Eustace of Radeus is no more. In a flash I travelled to over four decades ago to the story of Radeus…
The last stalwart of Radeus Advertising has passed away. Eustace Fernandes was the creator of the now famous 'Amul Girl' - the little adorable moppet who charms us from prominent hoarding sites. He used to call her his beloved 'Little Girl'.How does one describe Eustace? Innovative, creative, generous, always ready to reach out to the needy, humorous. One runs out of words to describe a multi-talented person like Eustace. He not only created the the 'Amul moppet' but also the famous 'Limca waves' giving one a feeling of freshness.
Eustace Fernandes, creator of the Amul moppet and a director on the board of Radeus Advertising, which created the iconic Amul advertising, has passed away. He was 75.More details on Fernandes' involvement in the creation of the Amul moppet here.The funeral service will be held today at 4.15 pm at St Peters Church, Bandra, followed by the burial at St Peters Cemetery, Mahalakshmi.
For a ‘brand journey’ assignment on Amul, my then colleague Anant Rangaswami (then editor of Impact magazine, now editor of Campaign India) suggested I meet some veterans who had a significant role to play in the successful Amul campaign, besides contacting the company and the advertising agency that then handled the account.
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