Brand Ambassadors (BAs) are key team players when it comes to Bellow-The-Line (BTL) marketing campaigns, be it door-to-door sampling or brand activation. They are the main drivers of audience engagement and product testing. Yet they are often overlooked in team building and upskilling.
Here’s a problem anyone in BTL knows: you send a BA to a neighborhood, and the first task isn’t sampling or activation — it’s convincing people to stop and listen. Trust comes before everything else, and it’s the hardest thing to build from scratch.
Sitara Bajis don’t have that problem. They are well connected within their communities, so the trust factor is already there. When people know your BAs, they are most likely to connect with your product. This is one of the biggest hurdles when we go for door-to-door sampling or brand activation — and Sitara Bajis walk in with it solved on day one.
Greenstar Social Marketing Pakistan (GSM) has introduced their Baji Connect program to make this network available. They have a large pool of Sitara Bajis, as they call their Last Mile Workers, across the country and are offering them in the labor market on a collaboration basis.
Redhouse is proud to be part of this initiative and has signed a Memorandum of Understanding with GSM. Redhouse will engage Sitara Bajis in its projects, creating mutual growth possibilities. We’ve already worked with Sitara Bajis and can recommend their services.
What makes this sustainable is what it does for the workers themselves. Work is being fragmented and outsourced all over the world. Sitara Bajis and Brand Ambassadors like them mostly survive on gig work. This initiative changes that:
- Economic opportunities for women in a society where they are often neglected.
- Preparing them for the future of work and enabling them to explore more options in their domain.
- Providing them access to the job market and helping them gain experience on products beyond what they are used to.
Every project they work on adds training and skills on top of what they already bring. That’s how the model keeps getting stronger — for them and for the brands using their services.
We are hopeful to contribute to the job market and bring value-added human resources to brands that need trusted people on the ground.
