Lodestar UM drives Amul on F1 tracks; Amul - official sponsor of Sauber F1 Team in India

R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation Ltd. says, "Amul's vision for success through teamwork, technology, speed and innovation matches the core values of Formula 1. For instance, technology has been the driving force for over 6 decades at Amul, be it for breed improvement, IT integration at village level for procurement, processing of milk and for development of several products for the first time in the world like milk powder from buffalo milk in 1960's to pro-biotic and sugar free ice creams in recent times.

Dhruv Jha, Business Head, Brand Experience, Lodestar UM says, "The idea was to put Amul on the global pedestal, connect with the youth, bringing out brand attributes of high energy and dynamism. Amul with its wide range of products, majorly focuses on youth and our continuous sport associations only reiterate and create a higher brand recall amongst our target audience."

Talking about the first food brand sponsorship of a F1 Team, Mr Sodhi said that milk is the healthiest natural beverage known to mankind since time immemorial. We could not have lost this opportunity to showcase this to the world at first ever F1 race in India, the largest producer of milk in the world.

The association with Sauber F1 Team will enhance the Asia's largest milk brand -Amul's global brand presence. Currently, there is no food brand associated with any F1 team with on-car presence. Amul logo will appear prominently on the two Sauber F1 Team race cars the rear wing front face and the drivers' helmets. Several product integrations too are being planned.

Monisha Kaltenborn, Chief Executive of the Sauber F1 Team, said: "We are proud that we can announce this partnership with Amul, one of India's leading brands. Amul products are present in practically every household. Having spent my childhood in Dehradun, India, I have fond memories of Amul, especially the Amul butter."