AdStrat: Bringing alive the ‘sethani’ with Amul Manthan campaign

30 Jul,2013

Name of the Campaign/Ad: Amul Manthan


The Brief: The brief was to communicate the “Amul – A cooperative movement that empowered 35 lakh women farmers”


Research insights: Today, women farmers are multitasking, handling more than just routine domestic work – from looking after cattle to  studying to  teaching in management colleges to even financing their children’s education abroad. The co-operative movement has created numerous women entrepreneurs empowering them to become equal contributors (financially) to the household.


The thought process behind the creative: Village men were shown acknowledging the triumph of these empowered women and celebrating their new role as ‘sethani’ in the family. Placing the pagdi on the women’s head epitomizes this acceptance.


Media vehicles chosen: TV and Digital.


Key issues kept in mind while executing the ad: The challenge was to retain the earthy feeling and look of the earlier TVC, but simultaneously show how these women have taken the big leap from being self-reliant to a tech-savvy entrepreneur of today.


RS Sodhi

What is the differentiating factor about the ad: Manthan as a story is very unique to brand Amul and platform which no other brand can ever claim. The success stories of these women at the grassroot level truly denote the success of the brand.


Client comment: Talking about the campaign, GCMMF’s Managing Director R S Sodhi says, “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

Agency comment: “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. The idea is to showcase men acknowledging women as financially independent and celebrating their role as the sethani,” says Nitin Karkare, Chief Operating Officer, Draftfcb Ulka.




Subodh Poddar

Additional agency comment: Says Subodh Poddar, Creative Director, Films, Draftfcb Ulka: “The real challenge was to think of an idea depicting modernity while keeping all the colours  of  Gujarat/ India intact. The idea came after seeing a lady attending a board meeting of GCMMF, lady who started her work with just one buffalo. Now she owns a trail of cool trucks that brings milk from faraway places. And that she is a board member today stirred my thoughts. It was very inspiring and the sethani happened in my mind.”


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