A STUDY ON AMULS CREATIVE ADVERTISING; LEVERGING POPULAR CULTURE FOR BRAND EQUITY

Abstract

Amul, one of India's trailing dairy brands, has acquired great recognition and brand loyalty through its inventive and unique marketing initiatives. This research focuses on the advertising strategy of Amul, analyzing their consistent exploitation of traditional and mainstream culture to increase their brand value.  The brand has for years employed amusing, parody, and inventive wordplay in its advertising to provide insights on ongoing events related to politics, sports, entertainment, and social issues starting from the iconic Amul Young lady in 1966. Through its socially significant occasion-based images, Amul has established a strong relationship with Indian consumers.

This work analyzes how Amul's ads function as both promotional devices and warm conversations, making them crucial and easy to share across countless media stages. This paper investigates the repercussions of this groundbreaking form of advertising on brand value, accompanied by a discussion of how Amul’s methods have led to increased brand perception, customer loyalty, and commitment. To showcase the ways in which exploiting mainstream society and new developments can facilitate customer association and viral potential, contextual analyses of explicit Amul crusades are discussed.

Also, this study looks into the consequences of Amul's missions regarding brand market positioning, illustrating how the integration of humor with mainstream society in advertising has enabled Amul to maintain a strong personality in the competitive Indian market. Finally, the review concludes that Amul's inventive marketing strategy, underpinned by viable importance and social ties, had a major effect on its achieved success and market leadership.