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Times Network’s remonetisation campaign enters its second leg

MUMBAI: Times Network’s ‘Remonetise India – Invest in the Nation’ campaign has entered the second phase with the theme ‘Help your Help’.

The campaign, which was launched on 4 January, included activities like Telethon, Go-Cashless Rally and Sahayata Camps. It was launched in the backdrop of the government’s decision to ban Rs 500 and Rs 1000 notes in a bid to fight to corruption and counterfeiting.

The premise of the campaign is that the urban masses particularly the middle class must cut down on their reliance on cash and switch to digital modes of transaction in order to help the rural folks, who are in dire need of cash.

The ‘Help Your Help’ campaign has been launched to build awareness and reach out to urban Indians and sensitise them to help the ones who need help around them. Publicis Ambience, the agency, and Director Karthik Bhat have put together the concept in a TVC that will be promoted across the network channels and additionally in 300+ multiplexes, supported by a digital contest where the viewers will be gratified with goodies to promote participation.

Commenting on the launch, Times Network MD and CEO MK Anand said, “Times Network reaches out to about 4.5 crore urban English viewers every week. This is the largest base of premium, influential audience in the country. The network in fact is an influencer to influencers. At a time when the nation is attempting to leapfrog economically, we believe that regulation, infrastructure and technology are not enough to jumpstart socio-economic change. Behavioural and cultural transformation is as important, if not more. This is where a uniquely positioned media group like Times Network can help. Through the ‘Remonetise India’ campaign, we aim to focus on making changes in everyday behaviour of urban Indians so that the benefits of this disruptive reform (demonetisation) flow in the right manner.”

He further added, “One of the pledges under ‘Remonetise India’ is to help others around us to go digital and benefit from the new economy. The Sahayata Camps that we have started have already resulted in the opening of thousands of bank accounts and more and more young people taking the Remonetise India pledge. The second phase of the campaign ‘Help your Help’ starting today is a call to capable urban citizens to help and aid others in achieving financial inclusion.”

In the first phase of the campaign, a telethon was organised that witnessed the participation of key influencers, policymakers and opinion leaders like Nirmala Sitharaman, MoS (Independent Charge), Ministry of Commerce & Industry Minister for Commerce, Amitabh Kant (CEO Niti Ayog) and Narayana Murthy (founder, Infosys), who answered questions on the way forward for the remonetisation movement.

B-town celebrities like Sonam and Anil Kapoor, R Madhavan, Shilpa Shetty, Sonu Sood and Manoj Bajpayee supported this initiative and came together to be the agents of change to help bring India’s economy back on track.

Additionally, the network organised ‘Sahayta Camps’, which were supported by actress Taapsee Pannu, who encouraged people to get PAN cards, Aadhaar cards and open bank accounts (Jan Dhan Yojana accounts) for the development of Digital India. Finally, the Go-Cashless Rally took place to drive awareness about digital transactions and save cash for those who cannot do without cash. As part of this initiative, the network will further organise these activities across the length and breadth of the country to take the movement forward.