The India Chapter of the International Advertising Association (IAA) has officially launched a public service communication programme with the aim to mobilise funds for Dr Rajendra Pachauri’s ‘Lighting a Billion Lives’ campaign. The advertising campaign for this programme as been conceptualised by Mudra’s brand strategy and design consultancy unit, Water. It may be recalled that in January 2009, Water had also conceptualised the first IAA Creative Lantern Award campaign.
Dr Farooq Abdullah, along with Dr Rajendra Pachauri, Director General, The Energy & Resources Institute (TERI) and Raj Nayak, President of the IAA India Chapter and CEO, NDTV Media, inaugurated the initiative at a ceremony attended by the Who's Who of the Indian media and advertising industry, in Mumbai on July 29, 2009.
The programme was aimed at mobilising funds for the campaign. Speaking on the occasion, Nayak said, “The IAA has been keenly supporting the ‘Lighting a Billion Lives’ dream of Dr Pachauri. This will perhaps be the biggest public service campaign of its kind. I am happy that the media and advertising industry has come together for this cause.”
The campaign will be seen in print and on television. Four print ads, emphasising how a small lighting of a lamp could help a child’s life, have been published. The television commercial also captures the similar sentiment of a free-flowing dream of a child’s future.
Launching the campaign, Dr Pachauri said, “The advertising community’s initiative through this public service campaign for ‘Lighting a Billion Lives’ is a passionate example of the role that a common man can play in changing his outlook towards energy conservation.”
The IAA, with the support of the Indian communications industry, will appeal to corporate bodies and citizens of the country to partner in this initiative by contributing towards the cost of one or more solar lanterns.