India’s largest food products marketing organization Amul has announced its sponsorship of the Indian contingent at the biggest multi-sport event at the Rio 2016 Olympic Games. Being an avid supporter of various sporting events, Amul had earlier sponsored the Indian contingent at the London 2012 Olympic Games.

The Rio Olympics will play host to the largest Indian contingent ever with close to 100 sportspersons being a part of it on August 5 in Brazil. 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. Its famous tagline, Amul Doodh Pita hai India, will be used to cheer the Indian contingent.

Did You Know?

• Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
• Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.
• Amul spurred India’s White Revolution, which made the country the world’s largest producer of milk and milk products. In the process Amul became the largest food brand in India and has ventured into markets overseas.
• Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.