ZEE5's campaign #TruthIsNeverLost with Yami Gautam Dhar focused attention towards 'missing' cases in the country

ZEE5's campaign #TruthIsNeverLost with Yami Gautam Dhar focused attention towards 'missing' cases in the country

The campaign was joined by more than 500 people.

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.