MUMBAI: Amul has launched a three-minute unedited version of its signature folk song titled ‘Mero gaam kathapare‘.

Through a month-long campaign, the song will be marketed across multi-media vehicles. It will premiere on Reliance Broadcast Network‘s media network across radio, television, out-of-home (OOH) and digital.

Celebrating women empowerment and making the video more relevant to the day and age, the new version has music and visuals that showcase ‘Bharat catching up with India like never before‘. The new version is sung by Sunidhi Chauhan.

Gujarat Co-operative Milk Marketing Federation MD RS Sodhi said, "We are extremely happy to be part of this cooperative dairy development movement. It has always been our endeavor to create a positive impact and help enable rural women farmers to become more independent. India‘s milk production has increased from 25 Million MT in 1975 to 125 Million MT today. The video and music is a true depiction of where we were and where we have reached. We are happy to be telling this story of the bonding between rural milk producer and urban consumer to the nation through this campaign."

Originally inspired by the Shyam Benegal‘s Hindi film named Manthan, the song was conceptualised and first created in 1976 by the Gujarat Co-operative Milk Marketing Federation to celebrate the legendary story of the success of its co-operative movement in the lives of women farmers.