Gujarat Co-operative Milk Marketing Federation (GCMMF) has launched another campaign highlighting the impact of the co-operative movement on women dairy farmers.
The new Amul ad celebrates economic independence of women in villages. The campaign themed ‘Manthan’ created by Draftfcb-Ulka shows the role the co-operative movement has played in elevating the lives of women dairy farmers. This is the third ad film released by the company in the ‘Manthan’ series, following ads rolled out in 1996 and 2011.
This film shows how the empowered women in villages are now multitasking. They are shown running the dairy sheds, tending to their business, using laptops, teaching and even taking up leadership roles in their village. The film was shot in a village co-operative milk collection centre in Gujarat.
RS Sodhi, managing director, GCMMF, said, “We are extremely proud of the Amul journey so far and the role played by women in managing the dairy cooperatives. This film is an attempt to celebrate their contribution and demonstrate their capabilities to the urban world.”
Nitin Karkare, COO, Draftfcb-UIka, added, “The new TVC is an extension of the earlier versions. While, the earlier ones were about the whole journey, right from the milk collection, processing to delivery to the urban homes, the latest TVC celebrates women empowerment.”
National creative director: K S Chakravarthy
Creative team : Subodh Poddar, Haresh Moorjani
Account management: Ruta Patel, Pranay Merchant, Rohan Patil, Ruchi Agrawal
National films head: Alpa Jobalia