Mathura, 2019.02.26 (VT): BJP MP Hema Malini, who is all set to contest for a second term from Mathura constituency, has been chosen as the brand ambassador of UP Gau Seva Aayog.
The ‘Aayog’ had been planning to sign up an ambassador to promote cow welfare and cow products by adding a glamorous touch to all communication. The ‘360-degrees’ campaign will include TV, print and radio ads.
On selecting Hema Malini for this purpose, former ‘Aayog’ chairman Rajiv Gupta said, “We thought of calling 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 of Mathura, which has its own special connection with cows.”
The former actress will also have an advisory role in the autonomous body.
Accepting the ‘Aayog’s proposal in a letter sent to Gupta, Malini wrote, “As cattle and their by-products are of great value, not only from a religious perspective but in other ways as well, I accept the offer to make a difference to their lives by accepting the invitation to become the voice of your public relations material and TV releases.”
Uttar Pradesh CM Yogi Adityanath has been working for cow-welfare in the state ever since assuming office in March 2017.
Faced with the challenge of rehabilitating stray cattle, after the crackdown on illegal slaughterhouses in the state, the government decided to open cow shelters at the ‘Gram Panchayat’ level in all constituencies.
Earlier this year, a ‘Gau Kalyan Cess’ was imposed on state excise, state-operated tolls, profits made by 8 public sector enterprises, construction agencies, and ‘Mandi Parishads’ to collect funds for cow shelter construction and management.
In this year’s state budget, 56 crores were earmarked for the setting up of Uttar Pradesh’s largest dairy in Mathura. In addition to creating jobs for the youth, the dairy will benefit the region’s 60-70,000 farmers.
Further, UP’s largest cow shelter, spread across 125 acres of land and having a capacity of 25,000 cows will be built in Mathura’s Raal village at a cost of Rs. 20-25 crores.