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Big Ganga partners with Lowe Lintas for ‘KaamWapasi’ initiative to help workers get back to work with dignity

The tech platform will help migrant workers get back to work and assist employers with access to a pool of available workers

Bhojpuri general entertainment channel Big Ganga has joined hands with Lowe Lintas for the KaamWapasi initiative that aims to resolve the unemployment issue among migrant workers in India.

Supporting migrant workers in these testing times, this one-of-a-kind tech platform will help them get back to work and assist employers with access to a pool of available workers.

Big Ganga will leverage their extensive presence in the region to create awareness in the job market and reduce the unemployment gap through customised interventions. The initiative urges 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.

Aspirants can also register on the tech platform Kaamwapasi.com, a solution operating 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 will help migrant workers in taking up active projects a step closer to them. Along with Big Ganga, it played an instrumental role in spreading awareness as well as routing people across region towards the platform, benefitting both migrant workers and employers who are looking forward to access the new talent pool.

Prathyusha Agarwal

Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Ltd., said, “As a responsible media and entertainment platform, we at Zee believe in serving the community to the very best of our capabilities, coming together with like-minded partners to create extraordinary solutions. The KaamWapasi initiative in partnership with Lowe Lintas is a purposive step in that direction, enabling our Big Ganga audiences to take active charge of their livelihoods for a tomorrow that’s better than the pandemic-hit today. Providing a tech-enabled tangible route to employment, we see the platform perfectly complementing the government’s efforts to fuel the economy by accelerating the unlocking on a greater scale. This initiative, we hope, will not only set the bar for what could be done to serve society in one of the most difficult times but would further encourage brands and people to come together and take ownership of improving the situation.”

Samrat Ghosh

Samrat Ghosh, Cluster Head East, Zee Entertainment Enterprises Ltd., said, “The initiative in partnership with Lowe Lintas is a perfect amalgamation of what Big Ganga stands for. Staying true to our brand ethos of upholding and enhancing regional pride, the brand understands that employment is a key social pillar towards ensuring the same. The association with KaamWapasi is an endeavour towards the pressing issue of unemployment and bridges the widening gap between employers and workers in a tech-led effective manner. As a brand, apart from offering inspiring and aspirational content, we intend to enrich the lives of our viewers through multiple initiatives. The said initiative will help to enrich and brighten their lives.”

Shantanu Sapre, Executive Director, Lowe Lintas, said, “It’s really wonderful to collaborate with a brand like Big Ganga who has always come forward to support and help people in the hour of need. Through the KaamWapasi intiative, we are trying to re-build the strong foundation for workers who lost their jobs in the pandemic. The initiative not only aims to re-connect them with urban employers but propels growth and development in the economy, taking it towards the road of recovery.”


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