Mumbai: ZEE5, an Indian home-grown video streaming platform has concluded a campaign titled #TruthIsNeverLost led by Bollywood actress Yami Gautam Dhar on the back of her latest ZEE5 original movie ‘Lost’. During the week-long campaign from 13 to 20 February Dhar spoke on the subject at various public places across Mumbai and Kolkata with placards in her hand that highlighted the hard-hitting figures on the concerns around ‘missing people’ in the country. The pictures from these locations were spread across social media to amplify the cause.
The initiative, which aimed to increase awareness of these tragedies, attracted a lot of attention and support. Yami was joined by more than 500 people across the country who joined the campaign and came out to the street to show their support. The response was equally overwhelming on social media with fans, followers and media micro sites covering the campaign #TruthIsNeverLost.
Talking about the same, ZEE5 India chief business officer Manish Kalra said “The campaign #TruthIsNeverLost was conceptualized to raise awareness on the concerns of missing people in India which is a pertinent challenge in our country and is still largely left unaddressed. As a responsible brand it has been our endeavour to bring real stories to the screen along with social messaging that empowers our audiences with knowledge alongside entertainment. As a consumer first brand, we are committed to curate a slate that resonates with our audiences through quality storytelling and engage with the viewers through focused marketing.”
Lost, a ZEE5 original movie, raises important questions around the rising number of missing cases in India and how they are put in the ‘Lost’ category without any proper closure to the cases. The film deals with one such case and also brings forth official numbers for such cases in major metros and in India. It highlights how every 8 mins a child goes missing in India and every day 174 children go missing. 35-40 adults go missing alone in Mumbai and 500-600 adults go missing in Kolkata every month.