Amul has become the official sponsor of Indian contingent to the 2016 Rio Olympics.

India’s largest food products marketing organization Amul recently became official sponsor of Indian contingent to the 2016 Rio Olympics. 
•    Gujarat Cooperative Milk Marketing Federation (GCMMF), which sells its product under the brand Amul has inked an agreement with Indian Olympic Association (IOA). 
•    By sponsoring Indian contingent, Amul seeks to engage with youth and leverage the connection between the energy of milk and sports. 
•    In this regard, GCMMF will launch a series of advertising campaigns for milk and various dairy products to promote this association. 
•    Amul will use its famous tagline, Amul Doodh Pita hai India to cheer the Indian contingent. 
•    It also has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer, etc. 
•    Earlier, Amul also had sponsored the Indian contingent in the last edition of 2012 London Olympics games. 
•    2016 Rio Olympics will play host to the largest Indian contingent ever in which more than 100 sports persons are taking part in different sporting events.