BIG Ganga has roped in popular Bhojpuri entertainment face Dinesh Lal Yadav a.k.a Nirahua as a brand ambassador for its ‘KaamWapasi‘ initiative in partnership with Lowe Lintas. The campaign aims to cater and resolve the on-going unemployment issue amongst migrant workers in India creating pandemic-related lockdowns.
The superstar will lead the campaign from the forefront and encourage participation from the migrant workers in Bihar, Jharkhand, and Uttar Pradesh urging them to get back to their choice of work. The celebrated actor through his magnetic persona portrays a creative interpretation of the predicament of the migrant labourers and how KaamWapasi supports them in difficult times.
The campaign is split into brand awareness as well as advisory apart including tutorials which will help viewers extract the maximum potential of the platform. The campaign will also provide them a gift hamper along with an opportunity to come on BIG Ganga channels.
Speaking on the initiative & having Nirahua as the brand ambassador, Amarpreet Singh Saini, Business Head Big Ganga and ZEE Biskope said, “As a brand that has always believed in catering towards people first, we are glad to have come up with a thought-led Lowe Lintas initiative like ‘KaamWapasi’ that truly believes in people and their potential. It feels great to have brought on board a star like Nirahua who shares the same drive and will to make a difference in society like us. A name that one can easily bank upon, his encouragement and support towards the migrant community shall certainly resonate with them leading to these workers getting back on their feet. Once again striving to add some value in society through our endeavours, I am confident that the initiative will ensure hope and positivity to all people going through the tough phase as well as serve as a good reminder for all of us to take the right step forward towards bettering the situation.”
Talking about Nirahua being a brand ambassador for the initiative, Shantanu Sapre, Executive Director, Lowe Lintas said, “It’s really great to have a popular actor and wonderful personality like Nirahua on board with us for supporting the KaamWapasi initiative. Having his support as a brand ambassador will help us spread the message that we’re trying to instil to a far larger community thereby taking the initiative to another level. Considering the popularity he enjoys across the region, his ever-growing fandom and trustworthy persona will prove beneficial as a whole and also give a lot of strength and optimism to the migrant community who are struggling to get employment in this crucial time. We hope to reach out to more and more people via this initiative and help them in the best possible manner with him and BIG Ganga alongside us.”