Shephali Bhatt
Feb 28, 2012

Amul to sponsor Indian contingent to 2012 London Olympics

As an official sponsor, Amul would be investing Rs 10 million

Amul to sponsor Indian contingent to 2012 London Olympics

Amul has announced its sponsorship of the Indian contingent to the 2012 London Olympic Games. The MoU was signed between R S Sodhi, managing director, Amul (Gujrat Cooperative Milk Marketing Federation), and Raja Randhir Singh, secretary general, IOA (Indian Olympic Association), member, International Olympic Committee; in New Delhi.

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.

On the announcement, Sodhi commented, "Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic Sports." He added that their agency, Draftfcb Ulka, has started working on a series of campaigns for the association.

To this, Nitin Karkare, chief operating officer, Draftfcb Ulka, shared, “The brief for the campaign revolves around milk projected as the energy drink, and that would be the bedrock of our communication.”

The campaign would have a 360 degree presence and would be visible in March-April 2012.  

Source:
Campaign India

Related Articles

Just Published

1 hour ago

KIT Global pushes ‘minimum viable data’ for smarter ...

CEO Olga Dulinskaya explains why brands need less data, sharper personalisation, and unified platforms to navigate emerging markets.

2 hours ago

Mark Penn’s challenger playbook: Cockroach DNA, ...

At Cannes Lions, the challenger network’s CEO outlines a $5 billion ambition, a $ 20 million-a-quarter AI investment, the closing of the ADK Global acquisition, and why spectacle still works in marketing.

5 hours ago

Influencers versus employees: Who builds brand ...

AnyMind Group's deputy head of publisher growth for India explains when to use advocacy, when to go for scale – and why smart marketers use both.

6 hours ago

41% of adland fears AI will stifle creativity

In an industry built on originality, storytelling, and brand expression, the creeping influence of algorithmic solutions is viewed with both curiosity and concern.