Amulverse And Women’s Ipl – What’s In Store After Amul’s Absolutely Thrilling Fifa Journey?

Jayen Mehta, CEO of Amul India, and Nitin Karkare, Vice Chairperson of FCB Ulka, revealed the amulverse dairy cooperative’s brand plan for its FIFA affiliation.

Argentina and Lionel Messi defeated France in the much-anticipated FIFA World Cup final. It was the tournament’s perfect conclusion, with numerous nail-biting moments, twists and turns. It’s also a triumph for Amul, which began its FIFA adventure as one of Argentina’s regional sponsors.

“It gives Amul great joy to be the official regional sponsor of the world champions Argentina,” Amul’s official Twitter handle said after the triumph.

While Amul has long supported sports in India, the FIFA World Cup is a new experience for an Indian company. While consumers prefer cricket, there is a strong football viewership in India, according to Jayen Mehta, CEO of Amul India.

According to Mehta, the goal of such a historic collaboration is to establish the brand’s milk beverages as the original energy drink. “We have sponsored numerous sporting activities in order to reach out to the youth,” he said. Because sports have a positive connotation and milk is a type of nutrition, we have been very aggressive in sports-related marketing.”

The FIFA association held a lot of promise for Amul. “Though India is not a strong footballing nation, it is a huge football watcher. We wanted to connect with both Lionel Messi and Cristiano Ronaldo, two incredible players. As a result, we agreed to become a regional sponsor for both the Argentina and Portugal teams.”

Mehta further stated that the partnership with both teams is a year-long one, not only for the World Cup. The team will be supported by the brand throughout the year.

During the FIFA World Cup, Amul India had one of the most engaging handles. According to a python algorithm built by Brazilian writer Sergio Charlab, Amul is the only non-sporting company on Twitter with the most engaging content during the FIFA World Cup.

They generated 278 separate creatives in numerous languages for both sides.

FCB Ulka, the brand’s creative agency for over 30 years, also created an anthem campaign that aired on TV and on all digital platforms during the tournament.

“We have been anchoring every communication on milk being the original energy drink,” stated Nitin Karkare, Vice Chairperson at FCB Ulka, when asked how the agency contributed to this association. Everything we did revolve around that messaging.”

When asked how Amulverse has remained a legacy brand in India despite changing times and mediums, Karkare stated that consistency and innovation are crucial attributes that the company possesses, which have helped the brand to remain relevant through successive eras. “Identifying and capitalising on trends has allowed Amul to remain relevant at all stages of time,” he said.

Mehta stated that their objective for the following year is to expand their business and produce more milk products to export throughout the world.

“We’ve created a list of activities based on a variety of elements such as the market, trends, and so on,” he explained. It’s a really active activity.” Mehta also mentioned that the upcoming Women’s IPL might be sponsored by the ever-expanding amulverse. They’re also working with Metaverse, attempting to create an Amulverse with all of the characters.