Friday March 31, 2006

Becoming champions in life

SPORTS is synonymous with Milo. For generations, since the introduction of the brand in Malaysia in the early 50s,Milo has played a major role in the development of the Malaysian sports landscape, focussing on junior and grassroots sports, reaching out to children of all walks of life and races throughout the country.

Today Milo is a loyal supporter of Malaysian sports.

Milo grew with the nation and is a corporate partner of sports progress, helping to shape a healthy, sporty and united Malaysian race.

In Milo's continued efforts to build this strong sports foundation and promote good sports values amongst Malaysians, the brand recently developed yet another meaningful campaign titled “Grow with Sports” which aims to educate and instil in parents the positive values of sports in the development and upbringing of their children.

(From left) Low Beng Choo, vice-president of OCM and also the Manila SEA Games Chef-de-mission, Titus, OCM president Tunku Tan Sri Imran Tunku Jaafar and OCM secretary Datuk Sieh Koh Chi at the launch of MILO Malaysia Boleh campaign in conjunction with 2005 SEA Games at Wisma OCM.

Recently, at the launch of this campaign, Sullivan O’Carrol, Nestle Malaysia managing director expressed said:

“The essence of sports lies in its inherent positive values. Sports teaches and builds good wholesome values.

“The wonderful thing about sports is that it is not a chore that children have to be disciplined to do. Sports is like second nature to children. Give them half a chance and they want to play.

“It is almost a child’s right to play and enjoy sports with friends. Through sports children learn the values that will make them champions in life.”

Milo Business Unit manager Ajoy Titus, who was instrumental in crystallising this campaign aptly reiterated:

“Sports helps build and shape the personalities and character of children in terms of nurturing positive values in them such as teamwork, self-confidence, strength of character, discipline, fairplay, unity and other inspiring values.

“Sports is a wonderful training ground to develop these qualities that will serve them well into their adult years.

“In a challenging world, sports also provides children with a healthy form of recreation, an outlet to have fun and just be children.”

Under this campaign, Milo will play an active role in encouraging parents to get their children to participate in sports.

For more than 50 years, Milo has nurtured and developed champions through involvement in various sporting activities in school and junior sports.

Milo believes that sports plays a vital role in the life of children.

By playing sports, children can explore their strengths, develop their mental, physical and social skills and learn more important values, which will last through the years, giving them a good foundation in life.

Milo's Grow with Sports campaign will showcase Malaysian families and athletes whose lives have been enriched through sports. These stories and messages will be communicated via media advertisements, consumer relationship marketing mailers, Milo packaging, Milo's, TV talk shows and other ground activities reaching out to Malaysians of all walks of life.

At the launch of the campaign, Deputy Prime Minister Datuk Seri Najib Tun Razak praised Milo's long term commitment to Malaysian sports.

“It is a fact, we cannot separate Milo and Sports. Where there is Milo there is sports.

“Such is the commitment of Milo to the development of sports in Malaysia.

“I congratulate Milo for yet another meaningful initiative to inculcate good sports values via this inspiring campaign that will help the Government in building a fit, healthy and productive Malaysian society.”

Nestle Malaysia looks forward to working closely with the Ministry of Youth and Sports, Ministry of Education, the sports media and friends from the sports fraternity to promote this inspirational campaign to as many Malaysians as possible.

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