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Five entries shortlisted for IAA’s initiative ‘Lighting a Billion Lives’

22-October-2008
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Five entries shortlisted for IAA’s initiative ‘Lighting a Billion Lives’

Five entries have been shortlisted for the first ever ‘Creative Lantern’ Award being introduced by the India Chapter of the International Advertising Association (IAA). The five were shortlisted from among 113 entries received from all over India for IAA’s social transformation CSR initiative ‘Lighting a Billion Lives’ under the chairmanship of Pradeep Guha.

The five entries were selected by advertising luminaries like Preeti Vyas, Abhijit Awasthi, Adrian Mendonza, Agnello Dias, Bobby Pawar, Goutam Rakshit, Josy Paul, Rahul Welde and Sam Balsara in Mumbai. Of these five, three would be finally chosen by a special jury to be headed by Dr RK Pachauri.

Raj Nayak, CEO, NDTV Media, and President of IAA, India Chapter, said, “Most of the entries were of very high standard and it took the jury quite some time to come to a unanimous shortlist.”

The final winners will be announced at an awards ceremony to be held in Mumbai on November 28, which will be attended by who’s who of the advertising, marketing, media fraternity and corporate India.

This unique public service, the largest of its kind ever attempted by the advertising community, was initiated when Dr Pachauri, Nobel Laureate and Director General of TERI, met IAA members on March 3, 2008 and made a passionate case for the role of the common man in changing his outlook and life processes to include energy conservation in their daily lives.

This meeting lead to the India Chapter of the IAA and TERI embarking on an ambitious communications programme that could help change the lives of about 400 million Indians who have no access to electricity.

The role of the creative communication is to create social awareness and mobilise citizens and corporates to come together to contribute to the ‘Light a billion lives’ programme to distribute cost-effective, rechargeable solar lanterns that could provide clean lighting to these about 78 million deprived Indian households.

The IAA, with the support of the entire communications industry in India, will appeal to corporate bodies and citizens of India to partner in this unique initiative by contributing towards the cost of one or more solar lanterns.

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