AMUL today unveiled the exclusive launch of the unedited version of its signature folk song from the movie Manthan titled ‘Mero gaam kathapare’. The song, was conceptualized and first created way back in 1976, by the Gujarat Co-operative Milk Marketing Federation Ltd. to celebrate the legendary story of the success of its co-operative movement in the lives of women farmers. Lending her voice to the song then was none other than Preeti Sagar.
Over 35 year since, times have changed, awareness has increased and the women farmers are far more empowered! Celebrating this empowerment and making the video more relevant to the day and age, the new version with refreshing music and visuals showcases Bharat catching up with India like never before. Bringing in the new look and crooning to the tunes today, is none other than the very talented Sunidhi Chauhan.
The 3 minute un-edited video which showcases the changing face of rural India, was launched by Sunidhi Chauhan and Preeti Sagar – who was originally responsible for making the song iconic and won FILMFARE for the Best Female Playback in 1976. Supporting the same was also Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd., Mr. R. S. Sodhi and Mr. Tarun Katial, CEO, Reliance Broadcast Network Ltd.
Originally inspired by the Shyam Benegal’s Hindi film named Manthan (The Churning), the song played to visuals of the movie set amidst the backdrop of the famous White Revolution of India (Operation Flood). Now years later, Gujarat Co-operative Milk Marketing Federation Ltd. has re-created the magic of Manthan which talks about how this independent woman’s life has enriched further and now is walking neck to neck with her urban counterpart be it technology, financial independence or education. The music video emphasizes on her contribution towards creating a healthier lifestyle for the society in general.
The song will be marketed across multi-media vehicles through a month long campaign and premiers on Reliance Broadcast Network’s robust media network across radio, television, out of home and digital.
Speaking on the occasion, Mr. R. S. Sodhi Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd. said, “We are extremely happy to be part of this cooperative dairy development movement. It has always been our endeavor to create a positive impact and help enable rural women farmers to become more independent. India’s milk production has increased from 25 Million MT in 1975 to 125 Million MT today. The video and music is a true depiction of where we were and where we have reached. We are happy to be telling this story of the bonding between rural milk producer and urban consumer to the nation through this campaign”
Amul has played an essential role in the lives of women and has been an excellent example of a co-operative organization’s success in India, establishing itself as a uniquely appropriate model for rural development especially for women farmers. This song captures the spirit of this movement & is sure to captivate India’s imagination.