Dairy products brand Amul was probably the first organisation in India that experimented with branded content way back in the year 1976, when the term ‘brand content’ had not even been coined yet.
The story of Amul was captured through a full-length Hindi feature film called ‘Manthan’ (Churning). The film traces the origins of the movement through a fictionalised narrative centred on a young veterinary surgeon, played by Girish Karnad, a character based on the then National Dairy Development Board (NDDB) chief, the 33-year-old Verghese Kurien, who joined hands with local...