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Amul Collaborates with Bhaag Milkha Bhaag

Posted on 17 July 2013 by BMMBoxer

Amul – “The Taste of India,” has once again got it right with its Bhaag Milkha Bhaag campaign. While many of us wouldn’t know that one of the biggest ingredients of Milkha’s success was Milk, Amul has capitalized on this very well by associating with the movie in a unique way. BestMediaInfo has captured the essence of the collaboration in this article.

Speaking on the collaboration, Nitin Karkare, COO, Mumbai, Draftfcb Ulka said, “Association with the Bhaag Milkha Bhaag film seemed like a perfect next step for the brand after London Olympics, The Amazing Spiderman and Man of Steel. The objective is to reach our TG with the core message of milk as the original energy drink, but at the same time retaining the freshness, topicality and excitement.”

This movie has a great fit with brand Amul, it stands for striving and winning to become the leader and we want the youth to follow this, to persevere with dedication, awakening the winner in us,” said GCMMF’s managing director RS Sodhi. He added, “Milk, the world’s original energy drink, will help provide nourishment and energy to reach their goals.”

Milkha Singh himself said, “This film will help inspire the youth to win in the Olympics, especially in athletics.”

Watch the Amul Milk TVC here.

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Ashish Patil decides to move on, quits Viacom18 and joins Yash Raj Films

Posted on 23 March 2010 by BMMBoxer

Ashish Patil, Sr. VP- New Ventures and GM – Youth Movies at Viacom 18 has decided to call it quits. Patil will be joining Yash Raj Films as Business and Content Head for a new division which would be responsible for creating youth movies. Patil would be reporting to Aditya Chopra, Vice Chairman, Yash Raj Films.

Patil is currently serving his notice period and will be joining YRF from April 1, 2010.

In his 15 years of career, Patil has worked with almost all the leading ad agencies. He started his career with Contract Advertising ( as a copywriter), then joined Lowe India (as an account planner). In 1998, he joined MTV India (as a general manager) and stayed on board for 15 years till he joined Viacom18.

Patil confirmed the news, and added that films had always been his passion, and when he got the offer from Yash Raj, he decided to take it up right away. He continued, “I was lucky to have been around to witness the rebranding of MTV as the brand has grown from being just a music channel to a complete entertainment channel for youth, and now I am looking forward to working at Yash Raj Films.”

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