Mumbai, July 29, 2020: Lowe Lintas has announced the launch of Kaam Wapasi, a unique tech platform built to help migrant workers get back to work and at the same time assist employers with access to a pool of readily available workers. Companies like ZEE Network, Bharti Airtel, Axis Bank, Radiocity and Razorpod have put their weight behind the social-good initiative, that complements the government’s initiative to fuel the Indian economy.
Commenting on the idea, Prateek Bhardwaj, CCO at Lowe Lintas, said “After all that they’ve been through, migrant workers aren’t ready to return to cities without a sense of clarity and control. They need active projects to return to. Unfinished projects, on the other hand, need workers to restart. Kaam Wapasi is a creative tech intervention to help resolve this stalemate. By connecting migrant blue-collar workers with projects in various cities, we hope to accelerate the unlocking of the Indian economy”.
The national lockdown imposed due to COVID-19 has impacted migrant workers the most. Thousands of migrant workers were forced to go back to their native states due to loss of jobs and livelihood due to the lockdown. Even as the nation gradually eases lockdown restrictions, the workers are reluctant to return, thereby impacting various industries dependent on them.
The Kaam Wapasi platform will primarily operate as a mobile-first site, but will also offer an IVR solution to those who may not have access to a smartphone. It can be accessed by visiting www.kaamwapasi.com or by giving a missed call on 1800-202-44-88.
The platform allows workers to choose jobs by skill and location. Currently, jobs are segregated into Construction, Logistics, Restaurants and Manufacturing, with further sub-options based on skill.
Talking about bringing the idea to life, Virat Tandon, Group CEO at MullenLowe Lintas Group, said “Creating the technology is just one part of the puzzle for us. We also intend to activate it at scale, and it’s heartening to see so many big brands collaborating with us to deliver that scale. Kaam Wapasi will be accessible to workers across the spectrum and as it grows, we hope that more companies join us in this endeavour”.
The platform is supported by a multi-media targeted campaign on TV, Mobile, Radio and Digital mediums to attract employers and migrant labour. While Lowe Lintas has led the Kaam Wapasi project by developing the basic tech and communication, brands like ZEE Network, Bharti Airtel, Axis Bank, Radiocity and Razorpod have contributed immensely with strategic media and tech support. Through the many collaborations, Kaam Wapasi aims to impact the lives of at least 1 million migrant workers.
ABOUT LOWE LINTAS:
Lowe Lintas is the creative agency of MullenLowe Lintas Group, India. One of the largest agencies in India and has created tremendous success for some of India’s leading brands. Today, Lowe Lintas manages more number of brands amongst India’s Top 10 Most Trusted brands. In fact a number of brands managed by Lowe Lintas have gone on to become leaders in their respective categories. Lowe Lintas is one of the Top 10 creative agencies as per Brand Equity - Agency Reckoner 2019.
Headquartered in Mumbai, Lowe Lintas has a strong presence throughout India with offices in Ahmedabad, Bengaluru, Chennai, Kolkata, New Delhi (NCR) and Pune. The agency lends its branding, creative and omnichannel expertise to a host of clients in India and the Asia-Pacific including HUL (for which the agency handles over 35 brands), Axis Bank, Britannia, Flipkart, Google, MRF, Tanishq among others.
Lowe Lintas is a part of MullenLowe Lintas Group, India. Amongst the largest country operations of the global MullenLowe Group (IPG),
ABOUT MULLENLOWE LINTAS GROUP:
MullenLowe Lintas Group India is amongst the largest country operations of the global MullenLowe Group (IPG). It has two independent agencies – Lowe Lintas and Mullen Lintas. The group manages ~300 brands across multiples categories with a talent pool of 600+ people and 13 offices across 7 cities. MullenLowe Lintas Group is ranked #1 in India | #1 in APAC | #3 in the World as per the Global Effie Effectiveness Index 2018. It was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). The group produces ~1,000 campaigns annually, that include some of the most effective work from India, and is consistently recognized at the highest level, globally.
To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Instagram, Twitter, Facebook, LinkedIn or YouTube.