Amul is a brand that is quite active with creatives and is a part of developments in the world of sports. The 2022 FIFA World Cup has just kicked off in Qatar. And even though the Indian men’s football team failed to qualify, the brand will still be able to make its presence felt at the event. It has taken on the role of regional sponsor for the national teams of Argentina and Portugal.
And according to Jayen Mehta, COO of Amul (GCMMF), the association with both the national football teams isn’t restricted to the ongoing FIFA World Cup. Amul will have access to their complete match archives and will be able to use the footballers’ images on its product lines as well as in its creatives until the end of 2023.
Mehta stated that the company’s decision to invest in the World Cup was based on the belief that if we are able to secure marquee names from big teams with a decent following in India, it will be a good way to connect with both the game and the Indian audience. It will also help us position our energy drink better in the market.
The thought behind these associations was that if we were able to get the marquee names of the big teams, which have a decent following in India, it would be a good way to connect with the game as well as the Indian audience.
India is not playing in the event. So, we wanted to reach out to the top teams and be a part of this event. So Amul decided to back the national teams of Argentina and Portugal, and Amul decided that being a part of the dairy business and associating with global sports tournaments was a good way to promote the message to the youth because a large chunk of that demographic follows such events.
“Now, with two leading teams as well as the international faces of the sport, Cristiano Ronaldo (Portugal) and Lionel Messi (Argentina), onboard, we can better leverage this World Cup opportunity.” Almost everyone in India is familiar with Messi and Ronaldo. “The two icons of football appeal to non-football-watching audiences as well,” Mehta asserts.
Amul will also be present on the ground when these two countries play their matches. Recently, Portugal played Nigeria in a friendly match before the World Cup, and Amul’s brand name was on the football field.
Promotional engagements with the images of players have already begun. Amul Masti Spiced Buttermilk, Kool Cafe, ice cream, etc. already have images of players on their packaging.
“As of now, we have released two creatives.” We want to put forth the fact that “everything begins with milk.” We will have more digital and television campaigns to promote this association. “We will promote the goodness of milk and our range of dairy products throughout the duration of this association.”Amul has grown from a Gujarat-based brand to a global entity. This is an enormous investment in perception. Amul is now a part of the global stage, which will possibly give it an edge over its domestic competitors.