Draftfcb Ulka creates 'milk girl' for Amul's Olympic TVC
Asia's largest milk brand will be sponsoring the Indian contingent at the London Olympics
BestMediaInfo Bureau | Delhi | April 25, 2012
Last year Amul had sponsored the Dutch cricket team in the ICC Cricket World Cup and Switzerland-headquartered Sauber F1 team at the inaugural Indian Grand Prix. In 2012, Asia's largest milk brand will be sponsoring the Indian contingent at the London 2012 Olympic Games.
Olympics stand for values like dexterity, potency, vigour and performance which every person aspires to be able to imbibe and practise in daily life, making it an excellent platform for Amul Milk to assert the positioning of 'World's original energy drink'.
RS Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF), said, “Amul is committed to strengthening the Olympic movement in India and encouraging young generation from all corners of the country to take up Olympic sports.” Explaining the rationale of the association, Sodhi said that milk is nature's original energy drink and plays a vital role in building the physical and mental strength of athletes. A nutritious dairy diet comprising milk, cheese, yogurt, butter, ghee, etc., is an important part of the diet of athletes around the world.
To leverage this association, Draftfcb Ulka has created a TVC which shows a girl made of milk performing the Olympic sports. Liquid simulation was extensively used for generating a realistic animation of milk to form the body shape and movements of the girl.
“How many people are aware that milk is actually the world's original energy drink, completely natural and loaded with nutrients? The commercial effectively communicates that while making the connection between Amul and Olympics,” said Nitin Karkare, COO, Mumbai, Draftfcb Ulka.
The TVC has been scripted by Haresh Moorjani, Group Creative Director, Draftfcb Ulka. Said Moorjani, “As the official sponsor of the Indian team at the London Olympics, Amul's commitment to health is best defined by its signature product, milk. The film demonstrates the potency of the world's original energy drink by its lusciousness as it transforms into the 'milk girl', making milk magical and appetising for both kids as well as adults.”
The campaign will be aired on more than 50 television channels. It has started getting very good feedback in social media.
The TVC:
Credits:
Agency: Draftfcb Ulka
National Creative Director: KS 'Chax' Chakravarthy
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