Lowe Lintas Launches Kaam Wapasi Posted on | ET Brand Equity


Lowe Lintas has announced the launch of Kaam Wapasi, a 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.

Thousands of migrant workers were forced to go back to their native states due to loss of jobs and livelihood due to the COVID-19 lockdown. Even as the nation gradually eases lockdown restrictions, the workers are reluctant to return.

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. The platform allows workers to choose jobs by skill and location. The jobs are segregated into construction, logistics, restaurants and manufacturing, with further sub-options based on skill.

Prateek Bhardwaj, chief creative officer, 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.”

Virat Tandon, group chief executvie officer, 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.”

This article was originally published on ET Brand Equity