Amul
today
unveiled
the
exclusive
launch
of
the
unedited
version
of
its
signature
folk
song
'Mero
gaam
kathapare"
from
the
movie
Manthan.
The
song,
was
conceptualised
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
RS
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
RS
Sodhi
Managing
Director,
Gujarat
Co-operative
Milk
Marketing
Federation
Ltd.
said,
“We
are
extremely
happy
to
be
part
of
this
cooperative
dairy
development
movement."
Sodhi
added,
“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."