Amul, sponsor of the Indian contingent to the 2012 London Olympic Games, has created a 3D version of a TVC created for the Games.
Amul has tied up with Spiderman 3D and Sony Pictures, and the commercial is running in cinemas screening the film.
Draftfcb+Ulka, Amul's creative agency, is handling all the communication the brand is lining up for the Games which begin on 29 July.
Nitin Karkare, chief operating officer, Draftfcb+Ulka, said, "What we are doing is communication at different levels. Starting from sponsoring the contingent, we created a TVC in which milk was used as the link between the brand and the Games.Now we are carrying the link through various mediums."
"We want to establish the thought that Amul milk is the 'World's original energy drink'. To establish this though we are looking at various tie-ups, and the Olympics is at the core. The brand has also tied up with Spiderman, for its 3D launch in India. The Spiderman-Amul milk association is another, which helps us build on our brand thought. 3D cinema is becoming a big hit with the youth and with this 3D commercial and the association with Spiderman 3D, we are looking at connecting with the youth. Our commercial also has elements which come out better in 3D," added Karkare.
Amul will also releasing a digital campaign around the start of the Olympics.