Savitri Era of those who adore, Om Sri Aurobindo and The Mother.

Friday, October 05, 2007


As a person who created the Amul girl, I found your article on the Amul moppet (ET, October 3) very interesting. But a few things need to be clarified. The 1966 campaign was launched by Amul’s Advertising & Sales Promotion. The plans board system was followed in planning. The three members of the plans board were Sylvester D’Cunha, Usha Katrak and K Kurian. The slogan ‘Utterly Butterly’ was suggested by Nisha D’Cunha, but the plans board changed it to ‘Utterly Butterly Delicious Amul’, because of product description. K Kurian suggested a mischievous little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days. The hoardings had to be changed frequently. I drew the mascot with these in mind. Eustace Fernandes Mumbai
The other day, computer programmer Temutchin del Espiritu Santo Rojas Fernandez supported Venezuela’s initiative to ban complex and foreign names. As he acknowledged from personal experience, “with a name this complicated, you lose time.” Perhaps he shortened his name to Temut Fernandez so as to save on real-time computing! In India, of course, there is the tradition of not just mentioning one’s father but also the place of origin in the name. Which could pose a problem for anyone born in or around what Wikipedia tells us is the longest name for a railway station in India. Venkatanarasimharajuvaripeta is located on the Renigunta-Arakkonam section of Southern Railway and sometimes even the prefix Sri is attached to it. Now assume that one Lakshmanaswami Mudaliar originated from this station and you could have a full name running into 53 letters. Even a government form would have difficulty in finding space for the name Srivenkatanarasimharajuvaripeta Lakshmanaswami Mudaliar!
No such problems could arise in the case of someone born in or around the railway station with the shortest name in India. Wikipedia tells us that the shortest station name is Ib on the Howrah-Nagpur sector of the South-East Central Railway and located between Brajaraj Nagar and Jharsuguda. If someone called Sen prefixed his name with that of the shortest Indian railway station, he could even be known as Ibsen. So what if Norwegians confuse him with their 19th century dramatist Henrik Ibsen who wrote grim plays like A Doll’s House and An Enemy of the People and whose characters suffered not just from financial constraints but depression! Perhaps it was as an antidote to this that children’s author Jane Yolen wrote a book called The Longest Name on the Block where a mother would use her son’s full name when she called him for dinner even if it was Timothy Michael Karl Emmanuel Sanford Reginald Brown!

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