The New one
The old one
A decade back there was a popular Amul advertisement ‘Mero gaam Katha parey…’ the title song of national award winning film ‘Manthan’, which told the story of Amul model of co-operatives.
Now, a decade later, the Gujarat Co-operative Milk Marketing Federation (GCMMF) that markets brand Amul, has recreated that advertisement featuring Bharat catching up with India.
The recreated TV ad depicts the rural woman walking shoulder to shoulder with her urban counterpart. She uses technology – from handling automatic milking equipments to operating computers for billing at the village dairy societies and even a mobile.
This latest commercial launched on Saturday is one of GCMMF’s most extensive campaigns with over 4,000 spots (of 60 seconds each) to feature across 40 television channels, 1,000 cinema halls, six million impressions in digital media, while the jingle will be also played on 60 radio stations.
It was in 1976 that Shyam Benegal, inspired by the co-operative movement which ushered in the White Revolution, made Manthan, featuring Girish Karnad, Naseeruddin Shah and Smita Patil. The film which won critical acclaim brought Rajkot’s Sanganva village to the world’s notice and also gave an opportunity to its 1,200 residents to claim their share in the White Revolution.
The title song of this film, adapted from a folk song, was later used by GCMMF in 2001 to create the corporate television commercial for Amul.