Lowe Lintas has rolled out a platform through which it looks to reintegrate migrant workers into the economy with the launch of Kaam Wapasi.
Kaam Wapasi is a tech platform which helps migrant workers return to work and simultaneously assists employers with access to a pool of skilled and unskilled blue-collared workers. To build awareness, Lowe Lintas has launched a national campaign leading with television, on channels of Zee Network this week.
The first film highlights how one migrant is all set to travel to a big city. He introduces himself to the fellow passenger and talks about his preparedness as he brings along groceries and essentials as part of his unplanned stay in the city, in search of a job. The fellow passenger is travelling light and gets asked about his plans and how he plans to sustain during his stay in the city. The fellow passenger replies with confidence that he had landed a job using 'Kaam Wapasi' platform and is not going in unprepared into his city life.
Prateek Bhardwaj, CCO, Lowe Lintas, said, “What does a job in hand mean to a migrant worker returning to the city? It means being able to return with dignity, self-respect and a sense of control over one’s destiny. That’s what Kaamwapasi is about. That’s what our campaign is about. Working around the simple idea of ‘kaam hai to jahaan hai’, we’re urging migrants to return with clarity and confidence.”
Shantanu Sapre, executive director, Lowe Lintas, said, “We didn’t want to dwell on ‘what had happened’, but were more keen to depict ‘what can happen’, thanks to kaamwapasi.com. To that end, the authenticity of the initiative had to come through in the campaign as well, and we are very happy with the way the campaign has turned out. The airtime support from ZEE Network and Radio City, Bharati Airtel’s support in pushing texts to their database and in managing the OBD and IVR mechanism, payments management by Axis Bank along with its branch and ATM network for on-ground support, and Razorpod’s tech backbone have all come together to ensure that the initiative is a success. We are sure we will see a lot of registrations and job matches happening from the get go.”
Creative: Amer Jaleel, Prateek Bhardwaj, Nisheeth Srivastava, Anshul Nagpal, Mohit Pasricha
Business: Virat Tandon, Shantanu Sapre, Sachin Sahu
Digital: Sumanta Ganguly, Avinash Reddy
Production House: LinProductions
Director: Puneet Prakash
Producers: Poonam Wahi and Mithun Chakraborty