Energy Efficiency Services: ILEDTHEWAY

Energy Efficiency Services Ltd, a public ESCO under the Ministry of Power in India, used PR to create its ILEDTHEWAY campaign.

Campaign details

Advertiser: Energy Efficiency Services Ltd (EESL), a public ESCO under the Ministry of Power, Govt. of IndiaAgency: Edelman India Private Limited

Situation Analysis

India's energy requirements in terms of electricity always exceeds the power generated.

India's primary focus was on increasing electricity production but the government also needed to change consumer behavior towards Energy Efficiency. Since energy saved is energy produced, the government urged millions of Indians to replace normal incandescent bulbs in their homes with energy-efficient LEDs.

To encourage the purchase of LED bulbs, the Ministry of Power introduced the Domestic Efficient Lighting Program...

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