Amul to sponsor Indian contingents to 2014 Commonwealth Games and Asian Games

Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months

BestMediaInfo Bureau | Delhi | July 14, 2014

India's largest food products marketing organization, Amul, has announced its sponsorship of the Indian contingents to the Glasgow 2014 Commonwealth Games and Asian Games, Incheon, South Korea, by signing a MoU with the Indian Olympic Association. The MoU was signed by Rajeev Mehta, Secretary General, IOA, and RS Sodhi, MD, Gujarat Cooperative Milk Marketing Federation (GCMMF). Amul has become the Official Sponsor of the Indian team in the category of Dairy products.

Sodhi commented, “Amul is committed to strengthening the support to sports in various forms and encourage young generation from all corners of the country to take up sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the XX Commonwealth Games and the XVII Asian Games.”

Explaining the rationale of the association, Sodhi said that milk is nature's original energy drink and plays a pivotal role in building the physical and mental strength of athletes. Amul has embarked upon an 'Eat Milk with Every Meal' campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer, etc., in the daily diet. He said the association and activities around it will help in engaging the kids and youth so that they can enjoy a healthy life.

Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.

Amul has associated with sports events like football, cricket World Cup and Formula 1 to engage the youth. Sodhi mentioned that Amul had sponsored the Indian contingent to the London Olympic Games in 2012 which was India's most successful Olympics. “With the kind of investment made by our country to select, nurture and train the best athletes, we are confident that Indian contingents  to the forthcoming Commonwealth and Asian Games will deliver their best ever performances and make our country proud,” he said.

Lauding Amul's support to the Indian Olympic contingent, IOA's Mehta said, “This support to the Indian sports will go a long way and further strengthen the bond between Amul and IOA and leave a longer lasting impact on the sports lovers and sports persons.”

The XX Commonwealth Games will be held at Glasgow, Scotland from July 23 to August 3, 2014 and the XVII Asian Games are scheduled to be held at Incheon, South Korea from September 19 to October 4, 2014.

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