To encourage rural youth to become entrepreneurs in the emerging sectors of dairy, fisheries, shelters for indigenous cows and vaccination of pets, Maharashtra government has planned to rope in RSS chief Mohan Bhagwat, Baba Ramdev, top film stars, and business leaders as brand ambassadors for the sectors.
The top Bollywood stars shortlisted for the assignment are Amitabh Bachchan, Priyanka Chopra, Katrina Kaif, Shah Rukh Khan, Salman Khan, Aamir Khan, and Akshay Kumar. Business honchos selected include Mukesh, Anil and Nita Ambani, Azim Premji, Ajay Piramal, Anand Mahindra, and Suresh Haware. Yoga guru Baba Ramdev and spiritual guru Sri Sri Ravi Shankar and Mata Amritanandmayi are also on the government's list of personalities chosen for various initiatives of the Animal Husbandry, Dairy Development, and Fisheries Department.
Confirming the development, Mahadev Jankar, Minister for the Animal Husbandry, Dairy Development, and Fisheries, told DNA, "We have already approached Amitabh Bachhan, Priyanka, Katria Kaif, Akshay Kumar, and Aamir Khan, and many other actors and also business leaders such as the Ambanis and Mahindra. All of them have given a positive response. The plan is being finalised now."
Jankar insists that all the personalities will do the promos for free as it is for the social cause.
The government hopes this move will play a key role in mobilising youngsters. While a detailed plan for each personality is yet to be finalised, Jankar drops hints that Priyanka and Katrina may promote dairy and cow shelters, while Akshay may likely popularise an app for farmers, which is presently being developed.
Agriculture continues to be the largest employer in India, but it is becoming unpopular due to poor returns. A 2010 report said that given a chance, 40 per cent of farming households would shift to other vocations.
...& ANALYSIS
- Agriculture, though India’s largest employer, has seen growing unpopularity among the rural youth as a means to earn livelihood. Roping in the who’s who may have a ‘halo effect’ on them and aid in swaying the population back to emerging sectors like dairy, animal husbandry, etc.
