million) village milk products with crores of consumers in India. In 2007, Gujarat Cooperative Milk Marketing Federation Ltd crossed US$1 billion in its sales turnover and entered the elite club of food companies having this distinction from India. In one more major achievement, the dairy cooperatives of Gujarat under the GCMMF fold crossed milk procurement of 10 million kgs. per day mark on 27 December 2007, which is the highest ever milk procurement achieved by any dairy network in India, be it private or cooperative. The entire quantity of milk received was accepted without any milk holidays and was processed successfully into milk and other milk products. On 30 September 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant in Mogar, Anand near their headquarters. The new plant has been built with an increased capacity of 1,000 tonnes per month against the earlier 250 tonnes a month capacity. GCMMF has invested around ₹3 billion in this project. It is a fully automated production factory with minimal human intervention. UHT products and impact Over the years, Amul has been witnessing growth in this portfolio, with the segment growing at 53%. Long-life UHT products for urban populations, like Amul Taaza, which are packed in Tetra Pak cartons undergo ultra-heat treatment to remove all harmful micro-organisms while retaining the nutrition in the milk. Amul sells around – liters of UHT milk and other value-added products per day and forecasts this demand to continue growing at 25%. The UHT products have enabled Amul to position itself as the market leader in packaged milk segment without the need of maintaining cold supply chains. Advertising In 1966, Amul hired Sylvester daCunha, the managing director of an advertising agency as to design an ad campaign for Amul Butter. DaCunha designed a campaign as a series of hoardings with topical ads, relating to day-to-day issues. It was popular and earned a Guinness World Record for the longest-running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar had been involved in sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads. Despite encountering political pressure on several occasions, DaCunha's agency has made it a policy of not backing down. Some of the more controversial Amul ads include one commenting on