Amul relaunches theme song

 Gujarat Cooperative Milk Marketing Federation, the owner of Amul brand, has re-launched its theme song 'Mero Gaam Kathapare' after 35 years.

The co-operative major has also released a new video showcasing the changing face of rural India.

Bollywood singer Sunidhi Chauhan has rendered her voice to the new version which was originally by singer Preeti Sagar.

GCMMF is promoting the latest version in partnership with Reliance Broadcast Network Ltd (RBNL) on several platforms, including FM radio and digital media.

"A lot of things have changed since 1976. With the launch of a new version of the song, which became an anthem of milk revolution in India, we have tried to connect Bharat with India," GCCMF Managing Director R S Sodhi said.

He said the campaign for the new song would run for two months on FM stations, social media and a dozen of TV channels.

Sodhi, however, did not share marketing investments on the latest initiative.
The theme song of Amul was conceptualised and first created in 1976, by the GCMMF to celebrate the success story of its co-operative movement in the lives of women farmers.
Originally inspired by Shyam Benegal's Hindi film Manthan (The Churning), the song played to visuals of the movie set amidst the backdrop of the famous White Revolution of India -- Operation Flood.