Report on Shemaroo

Bhojpuri actor Nirahua champions Big Ganga’s KaamWapasi initiative

The initiative aims to resolve the ongoing unemployment crisis among migrant workers.

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, 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.”

Latest Reads
Network18 & Viacom18 dole out 100% variable pay to employees

Amid the second wave of the Covid2019 crisis, many organisations are taking initiatives for the well-being of their workforce. Even as several news and media enterprises are slashing salaries or resorting to mass lay-offs, Network18 and Viacom18 has paid all eligible employees the variable portion...

Television TV Channels News Broadcasting
No more TV & film shoots in Goa, govt enforces 15-day lockdown

With one of the highest rate of Covid2019 infections in the country, Goa chief minister Pramod Sawant on Friday announced a state-wide curfew in the state from 9 May to 23 May. According to government data, Goa has recorded a positivity rate of 41 per cent, which has surpassed the infection rates...

Television Production House Fiction
Guest column: ‘Digital Drive,’ not ‘Cover Drive’, is the best shot for the future of cricket

Let’s face it - globally cricket is not the most popular sport. The ICC, cricket’s global governing body of cricket was founded in 1909 in Lords. In its 110+ years of existence, it has managed to create only 12 full-time member countries competing in Test cricket. Currently, cricket suffers from...

Television TV Channels Sports
BCCI to incur loss of Rs 2500 crore if IPL’s called off: Sourav Ganguly

KERALA: Board of Control for Cricket in India (BCCI) president Sourav Ganguly has revealed that the governing body will incur a loss of Rs 2,500 crore should the suspended Indian Premier League (IPL) 2021 be called off for good. This year's IPL was cancelled earlier this week after the bio-secure...

Television TV Channels Sports
Star Movies garners record viewership in week 17: BARC

KERALA: Star India’s English films channel Star Movies is a popular destination for television audiences who love to watch Hollywood movies. The latest BARC data suggests that Star Movies has garnered a record viewership over the past couple of months. The channel has successfully maintained the...

Television TV Channels Viewership
Zee Cinema bags 7 awards across categories at ACEF 10th Global Customer Engagement Forum and Awards, Primetime Awards 2020 and Global Digital Marketing Excellence Awards 2021

Zee Cinema, the leading Hindi Movie Channel with a strong legacy and presence in Hindi speaking markets, has proven its creative mettle once again. Known for pushing boundaries through innovation and differentiation, the channel bagged multiple awards across various categories at ACEF 10th Global...

Television TV Channels Movie Channels
Colors Bangla to telecast Joy Filmfare Awards Bangla 2020

Colors Bangla is all set to telecast the fourth edition of the Joy Filmfare Awards Bangla 2020 on the channel at 6 pm on 9 May. The event will also be simulcasted live on Filmfare’s Facebook page.

Television TV Channels Regional
Our aim is to always create screen agnostic content: Viacom18’s Anu Sikka

The pandemic has been an epoch changing event for most adults, but it has also had a significant impact on children, too. A year of being confined to their homes later, the world is no longer their oyster, but has shrunk to the small screen – their window to the unseen and unknown domain outside.

Television TV Channels Kids
IPL 2021: Star India garners cumulative reach of 352 million in 26 matches

After a span of two years, the Indian Premier League (IPL) kicked off on home soil with much pomp and show during the quarter when it’s routinely played. However, with the alarming peak in Covid cases across the country, the Board of Cricket Council India (BCCI) came under intense pressure to...

Television TV Channels Sports

Sign up for our Newsletter

subscribe for latest stories

* indicates required