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Content marketing before its time

The customer's decision journey is becoming more complex, requiring brands to create a constant stream of content to engage with their audience


Manthan, a 1976 Hindi film, is inspired by the pioneering milk cooperative movement of Amul’s co-founder Verghese Kurien. The film was screened at the 77th edition of Cannes Film Festival in May (Photo: Instagram/Amul)

Ambi Parameswaran
The 1976 film Manthan, based on the origin of the Gujarat Co-operative Milk Marketing Federation (GCMMF-Amul Dairy), was recently in the news (Business Standard, June 7, 2024). Its wonderfully restored version received rave reviews at Cannes and had a select run in Indian movie halls. Social media buzzed about the quality of the restoration and the movie’s enduring magic.

This renewed interest in Manthan made me reflect on how prophetic Verghese Kurien and the Amul team were to commission a full-fledged movie on their origin. Yes, the movie did not use the names of real people, but
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of or the Business Standard newspaper

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First Published: Jul 05 2024 | 10:21 PM IST

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