Tuesday, April 17, 2012

Amul - now milking Olympics !

India's largest food product marketing organisation, which achieved a turnover $ 2.2 billion in 2010-11, has become the Official Sponsor of the Indian team in the category of Dairy products... 

....and the logic - "Nutritious dairy diet comprising of milk, cheese, yogurt, butter etc. is an important part in the diets of athletes around the world. India is the largest producer of milk in the world and Amul is not only India's but Asia's largest milk brand. The association and activities around it will help in engaging the youth so that they can enjoy a healthy life and strive to become swifter, higher and stronger in their endeavours..." 

........fair enough isn't it?

Members of the IOA confirmed that Amul would be investing Rs 10 million which will be partly utilised by IOA and a section of the amount will be used to award selected candidates... Now going by what generally happens in India, one has to wait and watch to see the end result !

According to Draft FCB - the creative agency who is behind the campagn- the brief for the campaign revolves around milk projected as the energy drink, and that would be the bedrock of their communication which is going to rock us during April - May .......

Three cheers Amul and FCB !
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