It’s an ode to the women empowerment of rural women in Gujarat. And Amul, India’s ace dairy brand has certainly seen to it that the idea is milked dry to the fullest and to total advantage. Hah, quite.
Sunidhi Chauhan unveiled the ‘first look’ of Amul’s revolutionary mero gaam kathapare‘s music video; the unedited version of its signature folk song from the movie Manthan.
The song number mero gaam kathapare 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 tune, was the undeniably 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 the ‘Filmfare’ award for ‘Best Female Playback’, way back in 1976.
Supporting the cause 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 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 emphasises 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 premieres on Reliance Broadcast Network’s robust media network across radio, television, out-of-home and digital media.