Amul’s launches Mero Gaam Kathapare’s music video

Amul has launched a music video, Mero Gaam Kathapare and a month long campaign across radio, television and digital

e4m by exchange4media Staff
Updated: Feb 10, 2012 8:40 AM
Amul’s launches Mero Gaam Kathapare’s music video

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. The song then won the Filmfare for the best female playback in 1976.

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 three-minute un-edited video which showcases the changing face of rural India, was launched by Sunidhi Chauhan and Preeti Sagar. Supporting the video was also Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd., R. S. Sodhi and Tarun Katial, CEO, Reliance Broadcast Network Ltd.

Originally inspired by the Shyam Benegal’s Hindi film named Manthan (The Churning), the song played to the visuals of the movie set amidst the backdrop of the famous White Revolution of India, which would make India the largest producer of milk and milk products.

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.

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