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.