Amul leverage its Olympic partnership with its new TVC!

Amul, recently collaborated with the Indian Olympic Association and is sponsoring the Indian contingent at the London 2012 Olympic Games. Olympics stand for values like dexterity, potency, vigour, performance which every person aspires to be able to imbibe and practice in his daily life. This provides an excellent platform for Amul Milk to assert its positioning of the “World’s original energy drink.”

             

To leverage this association, Gujarat Cooperative Milk Marketing Federation (GCMMF) has created a TVC which shows a girl made of milk performing the sports which are part of Olympics. Liquid simulation was extensively used for generating realistic animation of milk to form the body shape and movements of the girl. The new campaign will be aired on more than 50 television channels. It has also received excellent feedback in social media.

 

After energizing the Indian Olympic contingent, Amul Milk is now ready to collaborate with the biggest superhero – THE AMAZING SPIDER MAN. Spider man has always been high on energy levels and Amul Milk being the world’s original energy drink has created the perfect premise for this association. To leverage this association, GCMMF has created a co-branded promo using footage from the movie and Amul milk Olympic TVC. The promo will celebrate the harmony between the two brands and how the consumers can explore the superhero within them with the world’s original energy drink - Milk.

 

Simultaneously, GCMMF will release their first ever 3D TVC in over 280 screens all over India along with the 3D version of the movie. The Amul Milk Olympic Sponsorship TVC has been re-created to woo the 3D content lover audience.

 

R S Sodhi, Managing Director GCMMF Ltd. Said, “Milk is nature’s original energy drink and plays a pivotal role in building both physical and mental strength. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand”. Further, he said that this first ever super-hero movie association and activities around it will help in engaging the younger generation so that they can enjoy a healthy life and strive to become super achievers in all their endeavors.

 

“The Amul Milk & Spiderman association is an ideal platform to consolidate the ‘world’s original energy drink’ offering that began with the sponsorship of the Indian Olympics team. Taking the thought ahead by urging consumers to unleash their inner superhero with the surge of energy that Amul Milk provides.” says Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.

 

The unique association of Amazing Spiderman and Amul Milk has been planned and executed by Lodestar UM Brand Experience together with Sony Pictures. This provides a great platform to resonate with the youth; the joint campaign is being amplified across numerous media touchpoints, TV, Cinema, Digital and more.

 

Gujarat Cooperative Milk Marketing Federation is India’s largest food products marketing organization. It procures approx 5 billion litres of milk annually from 3.2 million milk producers in more than 16000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2011-12 was US$ 2.4 billion.