Lodestar UM facilitates unique media deal for Amul

The agency has brought together Amul and Cricket South Africa in an innovative partnership for the on-going Proteas Tour of India

by exchange4media Staff
Published - Sep 20, 2019 3:48 PM Updated: Sep 20, 2019 3:48 PM
Amul -Cricket SA

Lodestar UM, an IPG Mediabrands Company, has brought together India's largest dairy brand, Amul and Cricket South Africa in a unique and innovative partnership.

The Amul logo is present on the jersey of the South African team, as well as on the boundary rope. It's an innovative media association for Amul, where the brand is getting 10X visibility on television (through both the jersey and on-ground rope), without buying on-air sponsorship.

RS Sodhi, Managing Director, Amul, said, "Amul is very proud to be associated with the South African cricket series an an Asian Partner."

Talking about the association, Dhruv Jha, Head Content and Experiences, Lodestar UM, said, "We are always looking out to create innovative media solutions for our clients that benefit them both in terms of reach and cost efficiency. Amul has always been a big sports enthusiast. This association is the testimony to the brand's commitment for sports."

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