MUMBAI: Amul is the official partner of Sauber F1 team at the inaugural Indian Grand Prix.

Gujarat Cooperative Milk Marketing Federation MD RS Sodhi said, “Amul’s vision for success through teamwork, technology, speed and innovation matches the core values of Formula 1. For instance, technology has been the driving force for over 6 decades at Amul, be it for breed improvement, IT integration at village level for procurement, processing of milk and for development of several products for the first time in the world like milk powder from buffalo milk in 1960’s to pro-biotic and sugar free ice creams in recent times."

Lodestar UM business head, brand experience Dhruv Jha said, “The idea was to put Amul on the global pedestal, connect with the youth, bringing out brand attributes of high energy and dynamism. Amul with its wide range of products, majorly focuses on youth and our continuous sport associations only reiterate and create a higher brand recall amongst our target audience. ”

Talking about the first food brand sponsorship of a F1 Team, Sodhi added that milk is the healthiest natural beverage known to mankind since time immemorial. "We could not have lost this opportunity to showcase this to the world at first ever F1 race in India, the largest producer of milk in the world," he said.

Through the association with Sauber F1 Team Amul is looking to enhance its global brand presence. Currently, there is no food brand associated with any F1 team with on-car presence. Amul logo will appear prominently on the two Sauber F1 Team race cars the rear wing front face and the drivers’ helmets. Several product integrations too are being planned.

Sauber F1 Team CEO Monisha Kaltenborn said, “We are proud that we can announce this partnership with Amul, one of India’s leading brands. Amul products are present in practically every household. Having spent my childhood in Dehradun, India, I have fond memories of Amul, especially the Amul butter.”