Amul launches app to milk the Olympics

Draftfcb Ulka Interactive has created a Facebook app for Amul, the official sponsor of the Indian contingent at the London 2012 Olympic Games, to up the engagement levels for the brand on social media and boost Indian support for the Olympians.

Amul has time and again come up with campaigns pushing good old milk and how it must be an inevitable part of the daily breakfast. The company's creative agency Draftfcb Ulka, too, has been a consistent partner in such campaigns. One would still remember the agency's 'Dude, where's the doodh' campaign for Amul not too long ago. And it would be safe to say that such initiatives have helped 'doodh' find a lot of favour with the otherwise junk food loving youth.

With Olympics being on everybody's minds and Amul being the official sponsor of the Indian contingent at the London 2012 Olympic Games, it is once again time for milk to take centre stage in the company's digital initiative on Facebook with the central thought – Milk, the world's original energy drink.

Draftfcb Ulka Interactive has planned and executed the 'Energise the Olympians' Facebook application to encourage brand interactivity on social media and in the process also boost the Indian spirit and support for the Indian athletes in London.

The application allows users to choose their favourite sport and extend their support by energising the contingent with a glass of milk. Users can also add a badge to their profile as a token of appreciation for showing their support. The app in a short while of its launch has already gathered a significant amount of Likes on Facebook.

Hareesh Moorjani, creative director, Draftfcb Ulka is of the view that the campaign thought allows for interesting interpretations.

"In the digital media, taking the thought ahead, 'Energise the Olympians' engages the youth by not only empowering them to energise the athletes but also show their pride with the badge on their Facebook profile," says Moorjani.

There is a certain sense of pride and celebration that is usually associated with campaigns such as this and Amul does not shy away from the same either. The application, hence, successfully celebrates Amul's association with the games, besides the engagement potential with young consumers and sports enthusiasts.

In a press statement, R S Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation (owner and marketer of the Amul brand), says, "Amul is proud to be associated with the Indian Olympic contingent for the London 2012 Games. We hope that Indian sportsmen will achieve the pinnacle of glory by delivering their career best performance at the event."

Also noteworthy is how Amul is taking active steps towards connecting with the youth, particularly in the sports arena. Last year, Amul sponsored the Netherlands cricket team in the ICC Cricket World Cup and then, the Sauber F1 team at the inaugural Indian Grand Prix. And in 2012, it continues with the same sentiment with the Olympics association.

Earlier this year, Amul premiered the Amul Milk Olympics commercial on Facebook. The reactions that came in helped Amul understand the sentiments of the consumer better. According to the agency, the Energise Your Olympians application stood to be an ideal platform to consolidate the World's Original Energy Drink offering that began with the sponsorship of the Indian contingent and boosted the morale of the Olympians in an innovative way.

"Energise the Olympians strengthens Amul's commitment and association with the Olympics, encouraging youngsters to support their favourite athlete. An innovative way to strengthen the energy platform owned by the brand by bringing in various athletes representing various sports," says Nitin Karkare, chief operating officer, Draftfcb Ulka.

Going by some of the encouraging performances by the Indian athletes in London, one may even think that the energy drink is working well. Who knows? A few more medals to the Indian tally would not hurt 'doodh' at all.