Energy Efficient Services Limited (EESL), a public sector entity under the administration of Ministry of Power, has announced the appointment of Edelman India to handle their integrated communication strategy and creative duties to promote energy efficiency.
EESL seeks to promote energy efficiency through a number of programs, the most prominent being its national energy efficient lighting initiatives such as DELP (Domestic Efficient Lighting Programme) for which Edelman India recently helped create and launch the #ILEDTHEWAY campaign.
Edelman India is developing an integrated communications marketing strategy to drive high-level outreach for all EESL’s national and state level initiatives, advising and supporting EESL in public relations and marketing activities including brand building, digital, social media and experiential activations to amplify key messages and deliver mission success across programs.
The objective of the #ILEDTHEWAY campaign is to create mass awareness towards using more energy efficient LED bulbs and inspire and motivate people to actually try them. The campaign will be pivotal in creating awareness about the national programme on street lighting as well. Edelman India is also supporting EESL in creating awareness about schemes such as Partial Risk Guarantee Fund for Energy Efficiency (PRGFEE) which provides financial assistance to institutions and individuals seeking to become more energy efficient.
Saurabh Kumar, Managing Director at EESL said, “We are very excited to work with Edelman India as they bring with them a host of professional expertise and a deep understanding of the energy sector. We are positive that they will help us reach out to our target audience and deliver the message most effectively and in turn persuade more people to adopt more energy efficient solutions.”
Rakesh Thukral, Managing Director at Edelman India said, "We are proud to be associated with the Government’s vision of energy efficiency and are delighted to be working with EESL for a more energy efficient India via our 360 degree communications marketing approach.”