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Marketing communication is a vital part of a brand’s strategy to connect with its target audience. It includes various forms such as advertising, public relations, events, and cyber marketing, all of which play a crucial role in conveying the brand’s message. In the context of an Indian brand, the example of *Amul*, one of the most iconic dairy brands in India, offers an interesting case study in the effective use of these communication forms. Advertising plays a significant role in Amul's marketing strategy. Through its memorable and witty advertisements, Amul has been able to stay relevant in the competitive dairy market. The brand uses billboards, print media, TV commercials, and digital platforms to promote its products. The distinctive Amul girl, with her humorous and topical one-liners, has become a symbol of the brand’s voice, and her presence on hoardings across the country is a familiar sight. The advertisements often focus on current affairs, political happenings, and social issues, using humor and satire to engage the audience. This approach not only builds a strong emotional connection with consumers but also positions Amul as _____ _________ ______ ______ _____ _______ __________ _____.
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