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Amul keeps on riding on hostile to China Advertising.

Shubham Jaiswal (shubhjaiswal729@gmail.com)

Known for its quirky advertising, with social and political overtones, dairy brand Amul is cashing in on the anti-China sentiment in a spate of new ads to stay on the right side of the consumer.

The latest ad, created by Amul and It’s advertising agency daCunha Communications, features the Amul Girl saluting martyrs who lost their lives in the Galwan Valley clash, Earlier, this week with the accompanying title ‘Martyrbhoomi’. Earlier, Amul had an ad featuring a visibly angry Amul girl dressed in army fatigues standing at the border as the text read ‘Cheeni kum karo’ (loosely translated as reduce the Chinese invasion).

The series started with ad saying ‘Exit the dragon’ and ‘Amul Made in India’. It featured the Amul girl confronting a red dragon. The ad displayed logos of Indian brands as well as that of Chinese video-sharing mobile application TikTok. Amul shared the feature with the caption, “#Amul Topical: About the boycott of Chinese products…”

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