Amul teams up with Amazing Spiderman

Going big guns on brand promotions, India's leading milk and milk products brand Amul is now ready to collaborate with a leading international superhero, Spiderman.

Amul, owned and marketed by Rs 11,668 crore Gujarat Co-operative Milk Marketing Federation (GCMMF), will release their first ever three-dimensional (3D) commercial over 280 screens all over India along with the 3D version of the movie-The Amazing Spiderman, slated to be released on June 29. However, the 2D version of Amul's new television commercial (TVC) will be aired from Saturday on various TV channels.

GCMMF had recently collaborated with the Indian Olympic Association and is sponsoring the Indian contingent at the London 2012 Olympic Games.

Spiderman too is a brand associated with high energy levels and with an aim to leverage this connect, Amul has created a co-branded promo using footage from the movie and Amul milk Olympic TVC. The promo will highlight harmony between the two brands and how consumers can explore the superhero within them with ‘world’s original energy drink’.

The Amul Milk Olympic Sponsorship TVC has also been re-created to woo the 3D content lovers. R S Sodhi, MD, GCMMF said that association with brands and events like Spiderman and the London Olympics would help to strengthen youth connect of the brand. "This is an ideal platform to position our brand as the 'world's original energy drink' and would encourage the younger generation to lead a healthy life", Sodhi added.