Operation Flood

Here is an ad that I used to LOVE as a kid and still do to this date.. I must have seen this about a million times and just can’t get enough.  Happened to find this on youtube sometime ago. (Scroll below for video if you dont want to read my la-di-da) 

Considering that it was made atleast a decade and half ago and that it was a ‘government-funded’ ad campaign, it is of remarkable quality. Forget it, even without these considerations , it is remarkable ! It really wants me to go and grab a glass of milk !

Trivia: India was dependent on imports for the milk until 1975 & used to import milk powder. All it had was a milk distribution system. Until Operation Flood came along. Operation Flood was the largest diary developement programme in the world.  It made our country self-sufficient in milk & milk products. The biggest win ,of course, was that this was achieved via the co-operative model (Corporates of the world, wake up !) Too bad the model was’nt effectively employed in other sectors.

If you want to know a fact or two about Operation Flood, NDDB , Amul , Anand or Verghese Kurien - there is a book called ‘I too had a dream‘ written by him. The book ,though, is unfortunately a little dissapointing. It is merely an account of how a man made it good in public sector India. There is half a page about the cooperative structure in the entire book :-(  Anyway, bless the man for what he DID.

The ad 

Now that I wrote so much about it, may be it is time to find a copy of ‘Manthan’ and watch it ? :) Anyone having a copy please be kind and leave a note.. Thanks.

Doodh doodh doodh.. Man, that tune is really catchy..