Bureau of Energy Efficiency (BEE) has appointed Span Communications as their media consultants following a multi-agency pitch. The other agencies in the fray included RK Swamy BBDO and Sobhagya. The size of the business is estimated to be close to Rs 25 crore.
BEE is a statutory body under the Ministry of Power, Government of India. It has been set up with the primary objective of reducing energy intensity of the Indian economy.
The role of Span Communications will be to assist BEE in achieving its objective by offering comprehensive communication solutions to create awareness regarding Energy Conservation.
When contacted, Naresh Kheterpal, CEO, Span Communications, said, “It is indeed a prized win that also brings a social responsibility along with it. We are happy to be a part of BEE’s efforts towards energy conservation.”
The agency will work on BEE’s standard and labeling programme. The objectives of this programme is to provide the consumer an informed choice about energy saving, and thereby the cost saving potential of refrigerators, air conditioners, tube lights and distribution transformers marketed by various companies. Soon this programme will be extended to other product categories such as TV, washing machine, motors, etc.
Span will also be involved in creating awareness about Energy Conservation Buildings Code for commercial buildings. These codes are aimed at bringing down the energy consumption of the commercial buildings through efficient design and use of resources.
A 360-degree communication plan is being worked out. Television, print, outdoor, radio, online, below-the-line activities, events, road shows, workshops and other innovative mediums will be used.