Uttar Pradesh government will be bringing in BJP MP from Mathura, Hema Malini, as the brand ambassador of the UP Gau Seva Aayog, the Times of India reports. The former actress would also have an advisory role in the autonomous body which was made as part of the state policy to promote cow byproducts by giving an image makeover to the cow commission.
Hema Malini, in a letter sent to former Aayog chairman Rajiv Gupta, said, “As cattle and their byproducts are of great value, not only in religious perspective but in other ways as well, I accept the offer to make a difference to their lives by accepting to become the voice in your public relations material and TVC releases.
The plan to give a glamorous edge to the showcase aiming to promote health benefits was conceptualised in May 2018, and the decision to bring in a brand ambassador to make the Aayog policies on cow conservation to reach people easily was made.
Further, the commission wants to dismiss myths associated with the efforts of the government and present the correct picture. “We thought of roping in Hema Malini as she has a huge fan following and can make an impact on the sale of cow products. Also, she is an MP from Mathura, which has its own connect with cows,” the former chairman Gupta said.
According to sources in the Aayog, the action plan has been sent to her. “We planned to run ads on TV, radio and in print,” sources said while adding that they are waiting for the Aayog chairman’s approval. The post for the chairman has been vacant since Gupta retired in June 2018.
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