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[1] [2] The slogan was devised to counter this drop in sales. [2] "Drinka pinta milka day" was coined by Bertrand Whitehead in 1958 and adopted by the Milk Marketing Board and Dairy Council. [3] [4] The first posters with the phrase appeared in April 1959. [5] The slogan was used on advertising hoardings, on public transport and in shop windows ...
From the 1950s onwards, there were several memorable advertising campaigns by the Milk Marketing Board. Slogans included "full of natural goodness", "is your man getting enough?", "milk's gotta lotta bottle" (written by the advertising executive Rod Allen), and "drinka pinta milka day" designed by the advertising agency Ogilvy. [3]
From 1959 until the late 1970s, it had marketed milk under the slogan "drinka pinta milka day". [2] [3] Market research in the late 1970s had shown that younger age groups regarded milk as old fashioned and boring, and sales were declining. [4] [5] The MMB wanted to reinvigorate the product with a new slogan. [5]
The full video song, featuring scenes directly from the film, was released on 26 October 2024 on YouTube. [ 3 ] "Chuttamalle" experienced large amounts of commercial and critical success due to the vocals by Shilpa Rao, music composition by Anirudh Ravichander and the dance steps choreographed by Bosco Martis .
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The title of the movie is based on the Hindi phrase, which refers to the bare necessities of life, popularized in the late 1960s by former Prime Minister Indira Gandhi, ahead of the 1967 general elections. [2] The film is about a family that Bharat (Manoj Kumar) attempts to provide for after falling into a financial struggle.
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