Mumbai: ZEE Networks brand Big Ganga has signed Dinesh Lal Yadav aka Nirahua as a central character for its annual musical event ‘Jai Chhathi Mai’ on Big Ganga and will also promote ‘Kaam Wapasi’ during the mega event. Kaam Wapasi is a unique tech platform by Lowe Lintas that helps migrant workers get back to work and assists employers with access to a pool of available workers.
To be aired on 20th November from 5-7 pm on BIG Ganga, the mega event will see a variety of engaging content with an emphasis on Kaam Wapasi. The event is based on Siya Ram Ki Chatth and depicts Lord Ramas journey back home after exile through Chathi Mayya Kripa. This will eventually resonate with Kaam Wapasi’s motive of bringing back workers to job and prosperity. Nirahua will portray a creative interpretation to the predicament of the migrant labourers, and how Kaam Wapasi as an initiative supports them in these desperate times.
Talking about the partnership, Shantanu Sapre, Executive Director, Lowe Lintas said: “As an agency, we constantly innovate our offerings and create products that are relevant in the current dynamic world. Kaam Wapasi is one such platform that was launched to rebuild the Indian economy by tackling the migrant-workers crisis. Considering that the majority of our migrant workers hail from Uttar Pradesh, Bihar, Jharkhand, we are extremely delighted that our partner ZEE Network has roped in Nirahua to encourage participation from the migrant workers in these states.”
“Many brands have already contributed immensely with strategic media and tech support. We are hopeful that many such collaborations will help us impact the lives of millions of migrant workers through Kaam Wapasi,” he added.
Elaborating on the association, Amarpreet Singh Saini – Business Head: Zee Biskope and Big Ganga said: “Big Ganga has always been championing the cause we care about through various cultural and social initiatives and Kaam Wapasi is an extension of our brands belief in being native to our audience’s ethos and challenges in these difficult times. Our partnership with Lowe Lintas is an elaborate and deeper initiative to not only spread awareness of the platform but also provide tutorials, incentives and gratifications to ensure participation as well as realisation of regional dreams.”