<p> Gujarat Cooperative Milk Marketing Federation, the owner of Amul brand, has re-launched its theme song 'Mero Gaam Kathapare' after 35 years.<br /><br />The co-operative major has also released a new video showcasing the changing face of rural India.<br /><br />Bollywood singer Sunidhi Chauhan has rendered her voice to the new version which was originally by singer Preeti Sagar.<br /><br />GCMMF is promoting the latest version in partnership with Reliance Broadcast Network Ltd (RBNL) on several platforms, including FM radio and digital media.<br /><br />"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.<br /><br />He said the campaign for the new song would run for two months on FM stations, social media and a dozen of TV channels.<br /><br />Sodhi, however, did not share marketing investments on the latest initiative.<br />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.<br />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.</p>
<p> Gujarat Cooperative Milk Marketing Federation, the owner of Amul brand, has re-launched its theme song 'Mero Gaam Kathapare' after 35 years.<br /><br />The co-operative major has also released a new video showcasing the changing face of rural India.<br /><br />Bollywood singer Sunidhi Chauhan has rendered her voice to the new version which was originally by singer Preeti Sagar.<br /><br />GCMMF is promoting the latest version in partnership with Reliance Broadcast Network Ltd (RBNL) on several platforms, including FM radio and digital media.<br /><br />"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.<br /><br />He said the campaign for the new song would run for two months on FM stations, social media and a dozen of TV channels.<br /><br />Sodhi, however, did not share marketing investments on the latest initiative.<br />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.<br />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.</p>