MAM
Ogilvy & Bajaj Platina ComforTec 110 offer ‘Aaram Rath’ Rides at Kumbh 2019
MUMBAI: Taking the proposition of ‘Jhatka Mana Hai’ , Bajaj has introduced the ‘Platina ComforTec 110 Aaram Rath’ at the 2019 edition of Kumbh Mela, the largest human congregation in the world. Organised in collaboration with Ogilvy, the ‘Aaram Rath’ is offering free ride services to the elderly and disabled pilgrims. At its core, the activity was designed to increase brand love.
All Bajaj Platinas were retrofitted with custom-designed backrests that support the pillion on the back as well as the side for added feeling of safety. Engineering of this backrest was done keeping the one-sided seating especially suited for sari-clad women.
Bajaj Auto vice president Narayan Sundararaman said, "With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided back rest specially made for the audience. We are thrilled that this activity has been so well received. I can only imagine the countless blessings we have gathered along the way."
Ogilvy India (West) office leader VR Rajesh noted, "It is not often that we get an opportunity of this scale and this nature. Kumbh Mela attracts people of myriad backgrounds and geographies. The locales and crowds make it very difficult for devotees to access different parts of the Kumbh city and the ghats. This is the challenge that excites us the most. Amongst all our brands, we picked Bajaj Platina as the perfect fit for the application. In our concrete jungles, Bajaj's Platina transports millions daily. All done in supreme comfort. In our latest film 'Jhatka Mana Hai' we made Platina the protagonist that is positioned to increase brand love for Bajaj. At Kumbh, Platina is the only two-wheeler that is saving the effort of navigating distances and crowds for thousands of needy. This is a perfect fit that will pave the way for many more such applications."
Along the route allotted (Phaphamau Bus Stand to Naagvasuki Temple, Prayagraj) from where the Platina rider who is fondly called the ‘Aaram Rath Saarthi’ would ferry the old pilgrims and ride them safely to the Sangam Nose (confluence of the 3 sacred rivers) or the bathing ghats for a dip and also ride them back to the spot from where they were picked-up i.e bus stop on the outskirts of Kumbh which connects the whole of Prayagraj to the Kumbh City.
The authorities at Kumbh gave a green signal to this activity and were all praise offering their complete support and co-operation.
Brands
UP govt, HGS unit to skill one lakh youth in digital push
MoU targets jobs, training and future ready talent across state
MUMBAI: Government of Uttar Pradesh has joined hands with OneOTT Intertainment Limited, the broadband arm of Hinduja Global Solutions, to train one lakh youth, signalling a fresh push towards jobs in the digital economy.
The memorandum of understanding, signed with the Employment Department Uttar Pradesh, aims to bridge the gap between skills and industry needs while opening up employment pathways for young people across the state.
The agreement was formalised by principal secretary, labour and employment, M. K. Shanmugha Sundaram and whole-time director, Hinduja Global Solutions and MD and CEO, OneOTT Intertainment Limited, Vynsley Fernandes, in the presence of labour minister Anil Rajbhar.
Under the partnership, OneOTT Intertainment Limited will roll out training programmes, workshops and knowledge-sharing platforms designed to equip youth with skills aligned to a rapidly digitising economy. The initiative will also include research inputs, technical guidance and policy-level support to ensure effective execution.
Principal secretary, labour and employment, M. K. Shanmugha Sundaram, said, “This collaboration will help align skill development programmes with actual industry needs and prepare the youth of Uttar Pradesh for emerging opportunities in the digital services sector.”
Hinduja Global Solutions whole-time director, and OneOTT Intertainment Limited MD and CEO Vynsley Fernandes said, “India’s progress is closely linked to strengthening the capabilities of its young workforce. At HGS, we see skills evolving alongside technology, and partnerships like this help build a stronger digital ecosystem.”
The state government will facilitate coordination across departments and institutions, ensuring the programmes reach the right audiences and deliver measurable outcomes.
As digital infrastructure expands and technology reshapes job markets, initiatives like this are positioning skill development not just as training, but as a gateway to opportunity for the next generation.
