I LED the Way—UJALA Communications Campaign, India
In India, a communications campaign is being run to help underpin the national work of the Energy Efficiency Services Limited (EESL) promoting LED lighting. The programme uses online resources, advertising, and other means of outreach to engage the public to participate in this national programme to promote LED lighting. The programme promotes national pride, with the slogan “Join a Movement to Make India Brighter and Smarter!”.
The programme focuses on affordability and lowering people’s electricity bills, encouraging them to take advantage of the UJALA (Unnat Jyoti by Affordable LEDs for All) scheme by EESL, which offers LED lighting at lower prices thanks to the programmes robust and large bulk-procurement scheme. The campaign also encourages programme participants to promote the scheme, instructing them to tell others you switched to a smarter lighting solution and say I led the way!
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