This research paper delves into the intricate interplay between humor and cultural context in the advertising
strategy of Amul, one of India's most iconic dairy brands. Renowned for its topical and witty advertisements, Amul has
consistently leveraged humor as a tool to engage audiences across generations. These ads, often appearing as billboard
hoardings and digital posts, are known for their clever wordplay, visual satire, and timely commentary on current events,
politics, cinema, sports, and social issues. Through a qualitative content analysis of selected Amul advertisements over the
past few decades, this study seeks to decode how humor, when rooted in cultural relevance, enhances audience engagement
and brand recall. By examining the language, imagery, themes, and socio-political references used in these ads, the research
highlights the importance of cultural literacy in crafting effective advertising messages. The study also explores how Amul's
humorous approach not only reflects but also shapes public discourse, positioning the brand as a cultural commentator in
Indian society. The findings reveal that humor—when aligned with shared cultural values, popular narratives, and current
events—can serve as a powerful communicative tool in advertising. This research contributes to broader discussions on the
role of semiotics, humor theory, and cultural studies in advertising, offering valuable insights for marketers, advertisers, and
media scholars interested in culturally resonant branding strategies
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