Amul bags award for its pro-biotic ice-cream

Amul has bagged The International Dairy Federation Marketing Award-2007 for its pro-biotic ice-cream.

The award was announced on October 3 at the World Dairy Summit in Dublin, Ireland.

Announcing the award Jim Begg, president, International Dairy Federation (IDF) said, "These campaigns are excellent examples of best practices in branded and generic marketing from around the world.

In this global volatile and highly-competitive markets, dairy products have a role in health balanced diets and these campaigns have demonstrated the ability of well-planned and executed marketing investments."

Gujarat Cooperative Milk Marketing Federation (GCMMF) has become the only Indian organisation to receive 2007 IDF Marketing Award.

The award covered three categories including nutri-marketing, innovation and marketing communication. Amul pro-biotic ice-cream received an award for nutri-marketing.

B M Vyas, MD, GCMMF, said, "We are happy that our efforts have been globally-recognised. We launched Amul pro-biotic ice-cream and Amul pro-biotic Sugar Free ice-cream due to the constraints of the cold chain which is a pre-requisite for ice-cream distribution.

In a country like India where we have waterborne diseases like diarrhoea, eating a spoonful or two of pro-biotic ice-cream will keep the family healthy and strong."