Given the power situation in the country, it is imperative to save every possible unit of electricity. There have been ‘Save Electricity’ campaigns earlier, whose impact is not properly gauged. But the two-month campaign undertaken by Pickle Advertising (formerly known as SSC&B Lintas) and JCDecaux for the Department of Electricity, Government of NCT Delhi, has grabbed eyeballs.
It may be recalled that Pickle is the creative agency for the Delhi Government’s Department of Electricity. The two-month campaign will conclude on September 29, 2008.
Speaking to exchange4media, Pramod Bhandula, Managing Director, JCDecaux India, explained, “In order to sensitise people on conservation as power is not an unending supply, JCDecaux joined hands with Pickle to promote a social campaign aimed at changing people’s mindset.”
“The two-month campaign is running on our panoramic panel, which is partially lit, and displays three different creatives with a common message of ‘The power you waste may be all that someone needs’. Also installed near it is an electronic switch that stands suspended over the MUPI with the message ‘Turn off this switch. Switch off, make it a habit’ with the button switched ‘on’, urging the audience to switch off the button,” Bhandula added.
The highlight of the campaign is that whenever a person turns off the switch, the electricity supply to the MUPI is turned off and the non-lit portion of the shelter lights up fully, thereby spreading the message that electricity can be used for a meaningful purpose. These displays are strategically executed across six shelters – 18 panels at different areas of Delhi like Patiala House, Yusuf Sarai, Shanti Path, Africa Avenue, South Avenue, Bhai Veer Singh Marg, Brig. Hoshiyar Singh Marg. All these locations were selected keeping in mind the high pedestrian traffic and Government offices in the vicinity.
In a telephonic communiqué, Gurdish Kaur, Group Creative Director, Pickle Advertising, said, “The Department of Electricity of Delhi Government needed to spread awareness about the current energy crisis and the brief was to appeal to the masses to save electricity.”
“As this had to be an OOH media campaign, we thought of coming up with a creative that would trigger the need to save electricity. For the same, we created three creatives – one, where the doctor is operating on a patient in the operation theatre; second is the one where in an old lady is trying to thread a needle; and the third one highlights the fact that saving electricity will lead to enough electricity for students to study,” Kaur added.