Mumbai : As triggerbridge, the unagency, launched by Yesudas, in partnership with Ajit Nair and Amit Tripathi is all set to make its mark barely within 4 months of its launch with many different client engagements, pending official announcements, he believes his purpose in life is far more than only running a successful business. He embarked on a mission #AGoodDeedADay, sometime back, which allows him to put a smile on the faces of people. His marathon runs were also always dedicated to the needy. On 14th Feb,2016, he and 6 of his friends became valentines to the Mumbai Police and Traffic Police to simply thank them for their contributions to the city. They walked into Police Stations and booths from Borivli to Chembur, pleasantly surprising and touching 400 men and women in uniform. Times of India had spoken about this initiative. He is also in a current discussion to enable rainwater harvesting by residence societies across Mumbai.
Elaborating further on the Un-News Hour initiative, he asked “Did you ever wonder where the sustainable conversations and trending topics are on the idea-based start-ups making good, positive noise in our country, based on a very conducive ecosystem provided by the Govt, A progressive and growth oriented budget which also considered every aspect of our economy, FDI opening up in many sectors, Our robust and growing economy being a matter of jealously for many other countries, Initiatives like Make In India which can make our country an integral part of the global supply chain, Digital India, Skill India, 100 Smart Cities and Swatch Bharat? In addition to all these, I also believe many people across the country have embarked on so many wonderful initiatives to touch the lives of others”
Explaining the concept, Yesudas said “Considering the current knowledge economy’s prospect of machines taking over human beings, there’s an impending wave of humanity coming our way that will make the heart more important that head. With this in mind, I thought about the Un-News Hour, initiative. It is a one-hour prime time news capsule across English, Hindi and all other vernacular languages, which will air only happy news of human achievements, however small or big it might be. With every other noise that’s being made everywhere else, this in my opinion, will be an equalizer of sorts and will be huge opportunity for those unsung heroes to be recognized, day after day and a big ground of motivation for many more to embark on such initiatives.
I’m in discussion with some news channels, TV as well as digital, on the modalities. I’m also looking for support from clients to cover the actual expenses, not for advertising, but for them to be known for doing something much more meaningful for the people of India. These conversations are also on”
Yesudas felt “I think we all have 2 clear choices, 1) Talk without any action 2) Do something concrete. I have always believed in the 2nd choice including my decision to give up a corporate career to do something good for few brands, consumers and the mother earth”
