In a bid to target the young audience.
Gujarat Cooperative Milk Marketing Federation (GCMMF), the owner of Amul in India is increasing its association with sporting events to connect with the youth.
The brand will also sponsor the Indian contingents to the Glasgow 2014 Commonwealth Games (CWG) and the Asian Games at Incheon in South Korea. Jayen Mehta, GM, Planning and Marketing, GCMMF, said, "Such associations help us to connect with the youth with a health-first proposition. The brand is pushing the slogan 'Eat milk with every meal', and is trying to do away with the popular notion of 'milk fat' being unhealthy.”
However, to highlight the sports sponsorship GCMMF will run its campaign till October, covering CWG 2014 and Asian Games.