World Milk Day: Relive THIS iconic Amul ad that every kid from the 90s remembers
1 min read 01 Jun 2023, 10:12 AM ISTWorld Milk Day celebrates the dairy sector's global importance and showcases its efforts to reduce environmental impact.
PremiumOn the occasion of World Milk Day, who can forget Amul--the Gujarat-based cooperative society which played a significant role in India's White Revolution. Amul founder Dr Verghese Kurien left a permanent mark on revolutionizing the food processing sector in the country.
Amul spurred India’s White Revolution, which made the country the world’s largest producer of milk and milk products.
Just like Amul's remarkable history, the brand is also famous for its iconic advertisement. One of the dairy cooperative’s most popular commercials was Manthan, which takes footage from Shyam Benegal’s film of the same name to tell the story of India’s White Revolution.
The ad features footage from Manthan, the 1976 national award-winning film starring Smita Patil, Naseeruddin Shah, and Kulbhushan Kharbanda in major roles.
The first 20 seconds of the ad cut between the footage of Patil and another movie, telling stories of India's cooperative movement. Patil churns milk and other villagers stand in a queue for packaging and then the packets get stored in a truck.
The iconic song Mero Gaam Katha Parey, sung in the movie by Preeti Sagar plays in the background.
The ad shows Anand Village as more prosperous as huge trucks enter a big milk factory set in town which shows people dancing, laughing, singing, and remembering good times.
About World Milk Day:
United Nations Food and Agriculture Organisation (FAO) established World Milk Day in 2001 to recognize the importance of milk as global food and to celebrate the dairy sector.
This year, World Milk Day focuses on showcasing how dairy is reducing its environmental footprint, while also providing nutritious foods and livelihoods.