(Singapore, ad-wow.com, 20 Feb 2008) MILO® re-affirmed its active role in contributing towards the nation’s development and sporting progress through its contribution and role at the Racial Harmony Fiesta held on 20 July at Serangoon North Avenue 4 which saw a huge crowd of more than 10,000. The key highlight of the fiesta was the signing of the ‘Big Harmony Banner’ by the guest of honour - Prime Minister Lee Hsien Loong, cabinet ministers and other VIPS.

Prime Minister Lee was given a rousing welcome by the MILO® Kids ambassadors from Yio Chu Kang Primary School when his entourage visited the MILO® booth at the fiesta. At hand to welcome Prime Minister Lee was Mr Suresh Narayanan, Country Manager of Nestlé Singapore who explained MILO®'s strong sporting heritage in developing champions since the 1950s to the guests.

Mr Cheng Ding An, movie director of the Kallang Roar é Movie then took these VVIPs through the highlights of the movie and everyone got a sneak peek of the movie when the enthralling movie trailer was screened. The cast of the Kallang Roar were also at the booth to welcome Prime Minister Lee. The tour at the booth climaxed when Prime Minister Lee, ministers and VIPs penned their support on soccer balls to further encourage MILO® to continue to play an active role in championing sports development in Singapore.

This one-day carnival attracted the 10,000 residents who gathered early at the open field in keen anticipation of all the activities, fun and games at the fiesta. MILO® had a booth at the fiesta with interesting games and activities promoting friendship through healthy competition. According to the Brand Manager of MILO® ‘We were, are and will always be continuously supporting our country towards the development of a sportier and healthier nation’.

‘Since the 1950s, MILO® strongly believes in synergising Singapore’s diverse races, culture and heritage in striving forward and bonding everyone together to support and advance the development of sports and champions’ explains Mr Teo, Marketing Manager of Nestlé Singapore. This is evidenced with its latest tie-up promotion on the meaningful Kallang Roar movie which epitomises Singapore’s spirit of uniting different races, culture and heritage through sports. The Kallang Roar was a key attraction at MILO® booth with guests seizing the opportunity to get up close and personal with its movie director - Mr Cheng Ding An, producer - Mr Tay Hoo Wee and cast - Randall Tan, Leon Quah, Anwar Hadi and Melvinder Kanth. These personalities were kept busy at the booth signing autographs and posing for photographs with fans.

An aggressive island-wide promotion for the Kallang Roar has already hit the streets and watch out for this heartwarming movie as it graces cinema screens this 21 August. Go to the nearest store to check out the latest promotions and be a part of the highlight of the year with MILO®!

for more MILO® Kallang Roar news, visit here