It’s Bhaag Milk-ha Bhaag for Amul and Milkha Singh

09 Jul,2013

By A Correspondent


Amul Milk is collaborating with sporting legend Milkha Singh given the upcoming biopic Bhaag Milkha Bhaag.


The association of the film and Amul Milk has been planned and executed by Lodestar UM Brand Experience together with Viacom 18.


According to a communique, a lesser known fact is that milk has played a crucial role in Milkha Singh’s success story. Reportedly, soon after he joined the Indian Army, the jawaans were asked to participate in a cross-country race where the winner would be awarded with a glass of milk. Milkha ran this very first race chanting “doodh, doodh, doodh” and stood first to enjoy a glass full of milk. This insatiable love for milk kept him strong for years making him one of the most celebrated Indian athletes, across the world. Drinking milk has been a part of his cherished childhood memories.


To leverage this association, Gujarat Cooperative Milk Marketing Federation (GCMMF) has created a co-branded promo using footage from the movie and Amul Milk TVC. The promo will celebrate the synergy between the two brands, encouraging consumers to explore the Milkha within them with the world’s original energy drink — Milk.


The new campaign will be aired across television channels, radio, social media and radio medium.


“This movie has a great fit with brand Amul, it stands for striving and winning to become the leader and we want the youth to follow this … to persevere with dedication, awakening the winner in us”, says GCMMF’s managing director R S Sodhi. He further adds, “Milk, the World’s original energy drink, will help provide nourishment and energy to reach their goals.”


Nitin Karkare

“The association with Bhaag Milka Bhaag seemed like a perfect next step for the brand after the London Olympics, The Amazing Spiderman and Man of Steel. The objective is to reach our TG with the core message of milk as the original energy drink, but at the same time retaining the freshness, topicality and excitement” says Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.


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