Amul Milk partners with BHAAG MILKHA BHAAG!

Amul Milk is now collaborating with one of the greatest Indian sporting legends of all time – MILKHA SINGH, also known as the THE FLYING SIKH, with the upcoming biographical, film BHAAG MILKHA BHAAG. Milkha Singh has been the first athlete who represented India at the Olympics, Commonwealth & Asian Games. A gold medalist at the Commonwealth & Asian games, he is the epitome of perseverance and winning.

The unique association of BHAAG MILKHA BHAAG and Amul Milk has been planned and executed by Lodestar UM Brand Experience together with Viacom 18.

A lesser known fact is that Milk has played a crucial role in Milkha Singh’s success story. Reportedly, soon after he joined the Indian Army, the jawaans were asked to participate in a cross-country race where the winner would be awarded with a glass of milk. Milkha ran this very first race chanting “doodh, doodh, doodh” and stood first to enjoy a glass full of milk. This insatiable love for milk kept him strong for years making him one of the most celebrated Indian athletes, across the world. Drinking milk has been a part of his cherished childhood memories.

To leverage this association, Gujarat Cooperative Milk Marketing Federation (GCMMF) has created a co-branded promo using footage from the movie and Amul Milk TVC. The promo will celebrate the synergy between the two brands, encouraging consumers to explore the MILKHA within them with the world’s original energy drink -- Milk.

The new campaign will be aired on numerous television channels, radio. And across social media too. The association will be taken forward in the radio medium also. The idea is to amplify the association and encourage the consumers to identify the MILKHA moments in their life.

“This movie has a great fit with brand Amul, it stands for striving and winning to become the leader and we want the youth to follow this … to persevere with dedication, awakening the winner in us”, says GCMMF's managing director R S Sodhi. He further adds, “Milk, the World’s original energy drink, will help provide nourishment and energy to reach their goals.”

“Association with the BHAAG MILKHA BHAAG seemed like a perfect next step for the brand after London Olympics, The Amazing Spiderman and Man of Steel. Objective is to reach our TG with the core message of Milk as the original energy drink, but at the same time retaining the freshness, topicality and excitement” says Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.

“The purpose of the film is the larger dream of inspiring the youth to win” says Farhan Akhtar, the lead actor playing Milkha in the film.

“The movie is about the triumph of the human spirit… that never gets defeated. In all of us there is a Milkha, let’s awaken the Milkha in us and win”, says Rakeysh Omprakash Mehra, Director of Bhaag Milkha Bhaag.

Milkha Singh said “This film will help inspire the youth to win in the Olympics especially in athletics”.

GCMMF Ltd. is India’s largest food products marketing organization. It procures approximately 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 2012-13 was US$ 2.5 billion.