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@article{187030,
        author = {Vindhuja P and Dr.K.Venkatalakshmi},
        title = {Bridging Media Divide: A Comparative Insight from Amul and Mother Dairy},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {3214-3217},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187030},
        abstract = {This comparative analysis examines the marketing approaches of two prominent Indian dairy brands, Amul and Mother Dairy, with a focus on their integration of traditional and digital media strategies. The study evaluates brand communication patterns, engagement metrics, and strategic implications using both qualitative and quantitative insights. Amul’s integrated narrative, characterized by its iconic print advertisements and topical moment marketing on digital platforms, is contrasted with Mother Dairy’s more product-centered, functional communication mix. Social media analytics, including follower growth, engagement rates, post frequency, and content formats, are assessed to determine the effectiveness of each brand’s digital engagement. Visual comparisons, including bar charts and radar diagrams, highlight Amul’s agility and stronger audience connection versus Mother Dairy’s gradual digital evolution. The findings details significance of IMC and emotional branding in determining competitive brand position in the Indian dairy sector.},
        keywords = {Amul, Mother Dairy, Digital Marketing, Digital media marketing, Traditional Media, Brand Positioning,  Integrated Marketing Communication, Emotional Branding, Social Media Engagement, Consumer Perception, Marketing Strategy},
        month = {November},
        }