Amul gets IDF award for its pro-biotic ice-cream

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Anand, Gujarat, Oct 4 (UNI) Amul has bagged the International Dairy Federation (IDF) Marketing Award 2007 for its pro-biotic ice-cream launch.

IDF president Jim Begg announced the award yesterday at Dublin, Ireland on the occasion of the World Dairy Summit there, saying ''these campaigns are excellent examples of best practice in branded and generic marketing from around the world. In markets that are volatile and highly competitive, dairy products have a role in health balanced diets, and these campaigns have demonstrated the ability of well-planned and executed marketing investments.'' The Gujarat Cooperative Milk Marketing Federation (GCMMF) is the first and the only Indian organisation to receive the 2007 IDF Marketing Award that covered three categories -- Nutri-marketing, Innovation and Marketing Communication. Amul pro-biotic ice-cream received the award in the Nutri-marketing category, a release said.

GCMMF managing director B M Vyas said ''We launched Amul pro-biotic ice-cream as well as Amul pro-biotic sugar free ice-cream, due to the constraints of 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 would keep the family healthy and strong.'' UNI SD SSS DKS KP2054

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