Tragic Loss Leads to New Chapter in Indian Advertising
If you are from Mumbai or someone who keeps track of India’s maximum city, you are unlikely to forget the tragic stampede on a footbridge at one of Mumbai’s railway stations.
For some like Nandini Dias, a Managing Committee member of IAA-India chapter and CEO, Lodestar UM India, the loss was a personal one. One of the people who lost her life in the Elphinstone Road stampede was Teresa Paul, the executive assistant of Dias and IPG Mediabrands CEO, Shashi Sinha.
Incidents like these led Dias to conceptualise a project named WorkToLiveToWork. Through this initiative, Dias is urging CEOs/HR heads to help Mumbai-based companies to implement flexible office timings for employees so that they don’t risk their lives to reach their workplaces, by hanging outside crowded trains, rushing on railway footbridges and so on. To take this initiative forward, besides Lodestar UM, IAA has the support of Taproot Dentsu who created the communication. In addition large media companies like Economic Times, Hindustan Times, Indian Express, Laqshya Media and Radio City have already come on board as media partners.
Says Dias, “The two excruciating losses I faced last year have left an irreparable wound in my life. Therefore this project is really close to my heart and almost a life mission”.