Sunidhi Chauhan unveils first look of Amul’s revolutionary ‘Mero Gaam Kathapare’s music video
~ Month long campaign across radio, television and digital ~
Mumbai, February 8, 2012: 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.
About Reliance Broadcast Network Ltd.
Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands. 92.7 BIG FM – India’s largest FM Network with 45 stations, reaching over 3.6 crores Indians each week. BIG CBS – A joint venture with CBS Studios International, USA’s No. 1 TV broadcaster which is launching 3 Channels, BIG CBS Prime, BIG CBS Love and BIG CBS Spark. BIG MAGIC – marks the Company’s entry into the regional entertainment space. BIG LIVE – This division develops, executes and markets Intellectual Properties, integrated across RBNL’s media platforms. BIG STREET – In the business of acquiring and marketing of long term premium out of home inventory. BIG PRODUCTIONS - This division functions as a television content production house catering to the diverse creative needs of the Indian television landscape. For more information, log on to: www.reliancebroadcast.com
About GCMMF
Gujarat Cooperative Milk Marketing Federation is India’s largest food products marketing organization. It procures 4 billion litres of milk annually from 3 million milk producers in more than 15000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2011-12 is estimated at Rs 12000 crores (US$ 2.4 billion). For more information, log on to www.amul.coop
regards,
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Kartikesh Birendra Jha
Kartikesh Jha | Client Executive
ZZEBRA Public Relations Limited | A Concept Group Company
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