I believe that Amul is an integral part of every Indian’s life. Apart from touching my life through its awesome products(can’t imagine life without Amul butter), I have always loved Amul’s advertisements – be it the adorable Utterly Butterly girl or Amul’s TVCs.
Amul has re-presented its decade old Manthan TVC in a new avataar -it has a hint of the old TVC and a touch of new.
What I loved about this TVC is the way Amul has so successfully and beautifully merged the two distant rural and urban ends of its supply chain. There is the village women collecting milk and finally the urban woman providing it to their children with a trust that only a brand like Amul can provide them. The TVC shows the way they have empowered rural women (watch out for rural women using computers and high end phones in the TVC). Kudos to the agency who has prepared this advertisement giving due justice to each and every aspect of the Amul brand in a one -minute commercial.
Manthan, a bollywood movie featuring Smita Patil and Naseerudin Shah and inspired from the White Revolution brought in by Amul co-operative society, was made by Shyam Benegal in 1976. This film won critical acclaim and gave Amul and GCMMF its due visibility in the eyes of all Indians.
Manthan’s title song was then used by GCMMF to create a TVC for Amul.