Thursday, 22 May 2014

                                    HAND PULLED RICKSHAW OF KOLKATA 12

                                      

                                         WORKERS WANT THEIR PAYROLL
Hand-pulled rickshaws, largely seen as symbols of inhumanity, are here to stay in Kolkata, the stamp of approval coming from mayor Sovan Chatterjee himself.
The   I-card will effectively undo the former Left Front-run KMC decision in 2005 to stop renewing licenses to hand-pulled rickshaws. It was a personal mission of then chief minister Buddhadeb Bhattacharjee, who wanted to "liberate" the human burden.
Now, the Trinamool Congress-run civic body plans to breathe new life into this outdated mode of transport. The hand-pulled rickshaws have been rolling in the City of Joy since the early 19th century. Be it waterlogged Kolkata streets during monsoons or forlorn roads on bandh days, it is hand-pulled rickshaw pullers who've have kept the city on the move.
In 2005, the KMC was asked to arrange alternative jobs for rickshaw pullers. The civic body decided not to renew licenses of around 5,000 such rickshaw pullers   and  employ them instead in its conservancy department. But the project fell through as there was resistance to the blanket ban within the CPM and by Left Front allies.
I met some hand-rickshaw pullers who were happy that the new government was sympathetic towards them. Ramkrishna  Shaw, a 65-year-old rickshaw puller, who got a license to run his vehicle 50 years ago, was elated when union leaders informed him about KMC's latest decision. "It is good news. I had come to Kolkata half a century ago and started out as a rickshaw puller. This is all I have done in my life and I know no other trade. So it is quite encouraging that the new government has decided to recognize us," he said.
Md Salim, who plies his hand-pulled rickshaw in the Sealdah-Bowbazar area, said he was counting the days to receive his ID card from KMC. "I have been in the trade for 30 years but there was a constant threat on us for the past five years. Now, with the new government taking steps to protect us, I feel absolutely safe," he said. Officially, the number of hand-rickshaw pullers in the city is 6,000, but there are at least 15,000 involved in the trade, said Shaw.




Friday, 14 March 2014

The first objective of a media plan is to select the target audience..the people whom the media plan attempts to influence through various forms of brand contact..Because media objectives are subordinate to marketing and advertising objectives.