Ahmedabad, 10 February, 2012

A beautiful new TV advertisement of Amul is here presented above.

This advertisement features the rural women of Gujarat who produce milk, submit it to village based milk collection centre, from where it is supplied to Amul in tankers, reaching finally to urban consumers.

Village women using computers, younger girls using mobile phone, children running after Amul tankers are some of the shots in the ad.

The advertisement wonderfully shows that how village women are happy seeing that their hard work brings cheer to the faces of urban children who enjoy row milk or milk products such as ice-cream.

This signature folk song of Amul is actually 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.

Music of this song was given by Vanraj Bhatia. It was originally sung by Priti Sagar.

Shyam Benegal had at that time asked Priti Sagar not to sing like how she sung songs of Julie, but to sing it in a folk song style voice. Priti Sagar therefore pumped in extra power and loudness while singing the song.

However the latest version, that you watched above has been sung by Sunidhi Chauhan.

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