Reviving ‘Manthan’ – An AMUL Story

AMUL (India’s Largest Co-Operative Union’s Brand Name) re-launched its ‘Manthan’ advertisement with updated faces and obviously the updated statistics to reconfirm its dominance in Indian Dairy Industry.

One of the best management case study for co-operative movements and a living example of how a strong will of few individuals and trust by the masses has lead to the White Revolution in India. 

The older advertisement which was based on the theme of completing 50 years of AMUL movement from Kaira District Cooperative to the currently AMUL, brand owned by Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF).  This advertisement was based on title song from the movie ‘Manthan’, a movie financed by the co-operative members of AMUL; however the lyrics were modified to include the white revolution created by AMUL model of co-operatives.

The current updated ‘Manthan’ advertisement also re-affirms the brand AMUL in the changing Indian scenario and changes it brought to lives of its co-operative union members.  The new advertisement uses all the modern gadgets like, cell phones, computers and a girl with western professional attire; a representation of the modern India. Salute to all those who contributed to the Taste of India- AMUL’ – Undisputed leader in Indian Dairy Industry.


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