Living up to the promise of ‘Take Care’, earlier in 2013, Garnier Men initiated the ‘PowerLight A Village’ campaign in collaboration with Project Chirag with an aim to light up hundreds of rural households in India that are without any electricity. An initiative digitally executed by FoxyMoron to provide electricity to remote villages in India, the ‘PowerLight A Village’ campaign aimed at creating awareness among consumers to contribute through their pledges on social media and be a part of a movement that will help Garnier Men in the identification and electrification of lightless villages across India using solar power.
The brand has released a digital film that depicts what a young Indian boy goes through to bring light for his elder sister who wishes to study.
The main premise of the campaign is that every action made online is translated into actual energy donation on-ground in the village. Every like, share and comment across Garnier Men social media platforms contributes a predetermined unit of energy.
The initiative provides villagers with one solar lamp that also has an in-built mobile charging unit, one solar tube light and one solar panel to charge their equipment. In a country like India, which receives 300-325 sunny days a year, these units would help villages get continuous supply of electricity.
As the ‘PowerLight A Village’ cause enters its second phase, close to 800 households across India have been benefited via the process of rural electrification with over 1,487,426 watts generated online. The initiative has so far received 7589 tweets and the total user engagement has increased by almost 900 per cent on social media platforms.
Rupika Raman, General Manager, Garnier, L’Oréal India said, “At Garnier, we believe that our tagline ‘Take Care’ does not mean only taking care of yourself, but also taking care of the society. In keeping with this, we are proud to present ‘PowerLight a Village’, which is a unique campaign that helps empower change in our society through a simple action on social media.”
Harshil Karia, Co-founder and Online Strategist, FoxyMoron said, “Brands taking on projects for social good is the future. We believe that a brand speaks through its actions more than advertisements and are humbled to be associated with Garnier Men that has taken this bold step through the ‘PowerLight A Village’ campaign. We have received tremendous support from all the fans who truly care and believe in this cause. It will be our aim to continue to drive strong engagement to light up not only homes but lives of people living in darkness.”
The initiative is an extension of the ‘Men Who Matter’ initiative by Garnier Men India and is driven by the two million plus men who matter on Facebook and Twitter.
It’s an undeniable fact is that in India while the affluent Indians live the best lifestyle with the fastest cars and trendiest fashion styles, close to 400 million villagers across 72,000 villages still live in darkness and have no access to any light. Through the simple medium of social media, Garnier Men reached out to more than a million consumers and encouraged them to participate in the campaign. It is a good effort by the brand to light up the lives of millions of villagers who dream to one day make it big.