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.