Amul India, the home grown brand of Gujarat Cooperative Milk Marketing Federation (GCMMF), has announced its sponsorship of the Indian contingents to the Glasgow 2014 Commonwealth Games and Asian Games, Incheon, South Korea by signing a MoU with the Indian Olympic Association.
The MoU was signed between Rajeev Mehta, Secretary General, India Olympic Association (IOA) and RS Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF).
With this, Amul has become the Official Sponsor of the Indian team in the category of Dairy products. The brand will leverage the correlation between the energy of milk and sports through this partnership.
Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.
Speaking about the partnership, RS Sodhi said, “The taste of India will now be much stronger with the talent of India. Milk as a source of energy is dear to every sportsman. Hence, this is an apt association of a dairy brand like Amul with sports.”
Explaining the rationale of this association, Sodhi said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Amul has embarked on an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products such as cheese, yogurt, butter, ghee, paneer, etc., in the daily diet.
Speaking on the occasion, IOA’s Rajeev Mehta announced complementary tickets worth Rs 3 lakh for Amul employees to witness the live action at Glasgow.
Sharing his views on the association, Jayen S Mehta, General Manager, Marketing & Planning, GCMMF said, “As a brand we keep coming up with various marketing and advertising strategies. This association is not just about marketing, but association with sports. Milk as a product has to be positioned in the right way. It is considered to be a healthy and a natural source of energy, the tie is in sync with the brand’s proposition.”
Amul has associated with sports events such as football, Cricket World Cup and Formula 1 to engage the youth.