An ad from Amul for the last Olympics held in Beijing

In the run up to the London Olympics, the Amul girl could be seen in the following days promoting the game. In an MoU with Indian Olympic Association, Amul will sponsor the Indian contingent to the London 2012 Olympic Games, to be held in July and August, later this year.

Amul has become the Official Sponsor of the Indian team in the category of Dairy products.

Announcing Amul’s support for the Indian contingent to the London 2012 Olympic Games, R S Sodhi, managing Director, Gujarat Co-operative Milk Marketing Federation (GCMMF), said, “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. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the London 2012 Olympic Games as ‘Olympic Partner’.”

Amul will launch a series of advertising campaigns for milk, butter, cheese, paneer and ghee to promote this association in the coming months.

Explaining the rationale of this association, Sodhi said that the association and activities around it will help in engaging the youth so that they can enjoy a healthy life and strive to become swifter, higher and stronger in their endeavours.

Amul has recently associated with sports events like Cricket World Cup and Formula 1 to engage the youth.