Image caption,

Sylvester daCunha designed the 'Amul Girl' campaign in the 1960s

Tributes are pouring in for Indian advertising guru Sylvester daCunha who created the iconic Amul girl advert.

He died on Tuesday night in the western Indian city of Mumbai but Amul announced his death on Wednesday.

He is credited with designing the Amul girl campaign in 1960s - a popular mascot that has since become the face of the dairy brand.

Amul, a dairy co-operative based in the western state of Gujarat, is one of the largest milk producers in the world.

On Wednesday, Jayen Mehta, Amul's managing director tweetedabout daCunha's death, saying "the Amul family joins in mourning this sad loss".

Image source, ANI Image caption,

Sylvester daCunha died on Tuesday

Pavan Singh, the brand's general marketing manager, called daCunha a "legend of Indian advertising world" and credited him with designing "one of longest continuously running advertising campaigns in the world".

"This campaign scaled new heights, moved seamlessly from OOH (Out-of-home advertising) to print, TV and then digital and social media, enhancing its reach and popularity across multiple generations," he said.