Lodestar UM drives Amul on F1 tracks

Amul becomes first food brand to become an official sponsor of a F1 team -- Sauber F1 -- in India's first ever F1 Grand Prix

BestMediaInfo Bureau | Mumbai | September 30, 2011

In a first of sorts, Lodestar UM has connected India's largest food brand Amul to its target audience by making it the official partner of the Sauber F1 Team at the inaugural Indian F1 Grand Prix.  The association with the Sauber F1 team will enhance the global brand presence of Asia's largest milk brand. The Amul logo will appear prominently on the two Sauber F1 Team race cars – on the rear wing front face and the drivers' helmets.

Currently, there is no food brand associated with any F1 team with on-car presence. Several product integrations too are being planned.

Dhruv Jha, Business Head, Brand Experience, Lodestar UM, said, “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. ”

R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF), said, “Amul's vision for success through teamwork, technology, speed and innovation matches the core values of Formula 1. Milk is the healthiest natural beverage known to mankind. As the largest producer of milk in the world, we could not have lost this opportunity to showcase this to the world at the first ever F1 race in India.”

Monisha Kaltenborn, Chief Executive of the Sauber F1 Team, said, “We are proud to 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, I have fond memories of Amul, especially the Amul butter.”

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