The re-release of the 1976 film Manthan coincides with Amul’s ambitious global launch, bringing the powerful story of India’s White Revolution to a new generation of Indian consumers. Recently featured in the Classics section at the Cannes Film Festival and re-released in Indian theaters, Manthan serves as a poignant reminder of Amul’s origins and its profound impact on the cooperative movement in India.

Directed by Shyam Benegal and funded by 500,000 farmers contributing Rs 2 each, Manthan transcends the concept of branded content. It tells the inspiring story of the Gujarat Cooperative Milk Marketing Federation (GCMMF), the parent company of Amul, which empowered poor farmers and spearheaded the White Revolution. The film’s re-release not only celebrates Amul’s rich heritage but also reinforces the brand’s ongoing commitment to social and economic development, women’s empowerment, and cooperative principles.

Dr. RS Sodhi, former MD of Amul, emphasizes that the film was never intended as a marketing tool but rather as a means to educate and inspire. Manthan highlights the cooperative model’s effectiveness, motivating rural women and communities across India. With its timeless message, the film continues to resonate, particularly in an era where economic disparity remains a pressing issue.

As Amul embarks on its global expansion, launching fresh milk in the US market, the re-release of Manthan is timely. It underscores Amul’s authentic story of struggle and triumph, enhancing brand love and trust among modern consumers who value authenticity and purpose. This strategic move not only honors Amul’s past but also positions it as a forward-thinking brand with deep-rooted values, poised to make a significant impact on the global stage.

Moreover, on May 19, GCMMF announced that Amul is launching four variants of fresh milk in the US market. “The Taste of India. Now in USA,” declared the dairy cooperative in a newspaper advertisement. It has partnered with the 108-year-old American co-operative organisation Michigan Milk Producers Association (MMPA) for this.

Amul has been exporting dairy products to nearly 50 countries for many decades. But this is the first time it is launching fresh milk outside India. Today, Amul ranks as the eighth-largest milk producer in the world and has global ambitions. The timing of the Cannes entry couldn’t be better as it spreads its wings internationally.

In certain theatres where the film was screening, Amul offered some of its products for free. It also presented its new campaign Floating Stories at the screening. The campaign sheds light on the journey of women dairy farmers who have defied the odds and transformed their lives.