‘Dreamgirl’ likely to be brand ambassador of UP cow body

LUCKNOW: Now, there will be a glamour quotient to the cow in UP. It’s just not a mammoth Rs647crore allocation for bovines in the budget, the Yogi Adityanath government is all set to rope in yesteryear’s Bollywood ‘Dreamgirl’ and current BJP MP from Mathura, Hema Malini, as the brand ambassador of UP Gau Seva Aayog, an autonomous body with an advisory role. The move is part of state policy to further promote cow byproducts by giving an image makeover to the cow commission.

Hema has even agreed to the offer and sought a blueprint of the proposed cow campaign.

She has sent her approval letter, which has been accessed by TOI, to the then chairman of Gau Seva Aayog, Rajiv Gupta. Hema’s letter stated: “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 glamour edge to showcase and promote health benefits of cow products was conceptualised in May 2018. It was decided that a brand ambassador could make it easy to reach out to people with Aayog’s policies on cow conservation.