MUMBAI: Big Ganga has partnered with Lowe Lintas for a social initiative - KaamWapasi, which aims to resolve the ongoing unemployment crisis among migrant workers in India as a result of pandemic-induced lockdowns. The channel has roped in one of the most recognisable faces in Bhojpuri entertainment, Dinesh Lal Yadav a.k.a Nirahua as a brand ambassador for the initiative.

With a fandom that runs into millions, the superstar will lead the campaign from the forefront and encourage participation from migrant workers in states like Bihar, Jharkhand and Uttar Pradesh, urging them to get back to their choice of work. The campaign is split into brand awareness as well as advisory part including tutorials which will help viewers extract the maximum potential of the platform. Built upon the premise of restoring the pride and peace of the workers through re-employment drive, the campaign will also provide them a gift hamper along with an opportunity to come on Big Ganga channels.

Supporting migrant workers in the most difficult times, the one-of-a-kind platform shall also assist employers with access to a pool of available workers apart from helping migrant workers to return to work. The KaamWapasi initiative urges the workers to call on the toll-free number 1800 202 44 88, follow the process and register themselves accordingly and get their choice of work along with a sense of dignity and self-respect in their labour. In addition to the above-mentioned number, people can also register on KaamWapasi.com, a unique tech platform functioning as a mobile-first site as well as an Interactive Voice Response (IVR). By choosing jobs as per their skill-set and location, the platform shall help these migrant workers in taking up projects a step closer to them.

Big Ganga and Zee Biskope business head Amarpreet Singh Saini 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.”

Lowe Lintas executive director Shantanu Sapre said, “It’s really great to have a popular actor and wonderful personality like Nirahua on board with us for supporting the KaamWapasi initiative. 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.”