Draftfcb Ulka launches 'Amul Milk' Olympic film!

Last year saw Amul sponsoring the Netherlands 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 now be sponsoring the Indian contingent at the London 2012 Olympic Games.

Olympics stand for values like dexterity, potency, vigour, performance which every person aspires to be able to imbibe and practice in his daily life. An excellent platform for Amul Milk to assert the positioning of "World's original energy drink."

Mr. R S Sodhi, Managing Director GCMMF said that "Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic sports." Explaining the rationale of this association, he said that milk is nature's original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet comprising of milk, cheese, yogurt, butter, ghee etc. is an important part in the diets of athletes around the world. India is the largest producer of milk in the world and Amul is not only India's but Asia's largest milk brand.

To leverage this association, GCMMF has created a TVC which shows a girl made of milk performing the sports which are part of Olympics. Liquid simulation was extensively used for generating 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." says Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.

The TVC is scripted by Haresh Moorjani, Group Creative Director, Draftfcb Ulka. Haresh says "As the official sponsor of the Indian team for the 2012 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 & appetizing for both, kids as well as adults."

The new campaign will be aired on more than 50 television channels. It has started getting very good feedback in social media.

Gujarat Cooperative Milk Marketing Federation is India's largest food products marketing organization. It procures 4 billion litres of milk annually from 3 million milk producers in more than 16000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2011-12 was US$ 2.4 billion.

Creds:

Agency: Draftfcb Ulka

Creative team: Haresh Moorjani, Mehul Patil

Account Planning: Vidyadhar Wabgaonkar, Mubina Quraisshi

Production House: Famous House of Animation

Director: Jayant Hadke