Manthan re-release for the global launch
Amul used the re-release of the 1976 film Manthan, screened in the Classics section at Cannes and then in Indian theatres on 1 and 2 June, to retell the co-operative's founding story to younger consumers as it launched abroad. The film's song Mero Gaam Katha Parey has carried Amul's advertising for decades.
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