Amul Named Official Sponsor for India at Hangzhou Asian Games

Hangzhou Asian Games

Hangzhou Asian Games: Amul, the renowned dairy cooperative headquartered in Anand, Gujarat, has been selected as the official sponsor for the Indian Contingent participating in the 19th Asian Games 2022. This esteemed sporting event is set to take place in Hangzhou, China, from September 23 to October 8, 2023. Amul’s involvement in this partnership signifies its steadfast support for Indian athletes and their dedication, applauding their relentless efforts. This collaboration strengthens Amul’s decade-long association with Indian sports, commencing with the London 2012 Olympics and encompassing the Commonwealth Games and Asian Games, in partnership with the Indian Olympic Association.

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19th Asian Games in Hangzhou

The 19th Asian Games, officially referred to as the XIX Asian Games 2022, will comprise a comprehensive program featuring 482 events spanning 40 diverse sports disciplines. Occurring once every four years, this continental multi-sport spectacle gathers athletes from across Asia to display their skills and compete on a grand stage. Originally slated for the previous year, the event was postponed due to the global challenges posed by the Covid-19 pandemic.

India’s representation at the event will be significant, with a formidable contingent of 634 athletes participating in 38 different sports. The sport with the highest Indian participation will be athletics, boasting a contingent of 65 athletes. In the previous edition held in Jakarta in 2018, India sent a contingent of 570 athletes who competed across 36 sports, securing an impressive tally of 70 medals.

Amul: A Dairy Icon

Amul, a venerable name in India’s dairy landscape, traces its inception back to 1946 when it was founded by Tribhuvandas Patel and Verghese Kurien. Headquartered in Anand, Gujarat, Amul holds the distinction of being not only India’s largest dairy cooperative but also the largest producer of milk and milk products in the nation.

The name “Amul” is derived from the Sanskrit word “Amulya,” signifying “priceless” or “precious.” Amul’s journey to prominence includes its iconic “Utterly Butterly Delicious” campaign, featuring a memorable image of a cow alongside the tagline. Launched in 1966, this campaign has etched itself into the annals of Indian advertising, contributing significantly to the popularity of Amul butter.

Beyond its commercial success, Amul has harnessed its advertising campaigns as a vehicle for addressing pivotal social and political issues. Notably, during the 1970s, Amul initiated a campaign against the dowry system, heightening awareness and playing a role in its eventual decline.

Amul stands as a pioneering force in the dairy industry, playing a pivotal role in India’s economic development. It serves as an emblem of self-reliance and cooperative empowerment, with its advertising campaigns emerging as cultural milestones in India.

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