Amul sponsors Indian contingent for Rio Olympics

Ahmedabad: India's largest dairy brand, Amul, on Wednesday announced that it will sponsor Indian contingent for Rio 2016 Olympic Games slated to be held in Brazil this August. Gujarat Co-operative Milk Marketing Federation (GCCMMF), which markets milk and milk products under Amul brand, will pay Rs 1 crore to the Indian Olympic Association (IOA) for the sponsorship.

GCMMF managing director RS Sodhi and IOA Secretary General Rajeev Mehta signed an agreement in New Delhi for official sponsorship for Indian contingent.

'The Taste of India'-Amul, has supported number of global sporting events such as the Asian Games and Commonwealth Games. In 2012, Amul had sponsored the Indian contingent at the London Olympics.

"Amul is committed to strengthening the Olympic movement in India and encourage young generation from all over the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the Olympic Games Rio 2016," said Sodhi. Through this association, Amul aims to engage with youth and leverage the connection between the energy of milk and sports.

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

"I would like to thank the Amul family for coming on board as the sponsor for our Indian contingent for Rio Olympics. Amul is supporting Indian Olympic Association for past sometime," added Mehta.