THE LIGHT BAG

Bronze Spike

Case Film

Presentation Board

TitleTHE LIGHT BAG
ClientSALAAM BAALAK TRUST
Product/ServiceSALAAM BAALAK TRUST
CategoryA02. Ambient media: small scale (incl. premiums and giveaways)
EntrantCHEIL WORLDWIDE (INDIA) Gurgaon, INDIA
Entrant Company CHEIL WORLDWIDE (INDIA) Gurgaon, INDIA
Advertising Agency CHEIL INDIA Gurgaon, INDIA

The Brief

The target audience for our campaign were school children living in Delhi slums. Currently, 80-90% of Delhi's slum population do not have access to electricity. This results in low academic performance in schools because homework and studies are done with great difficulty. Salaam Baalak Trust, an NGO in Delhi, wanted an easy and sustainable solution that would make it easier for slum children to study at night and increase their academic productivity.

Creative Execution

The strength in our creative execution was our unique design. Using local tailors, we fitted solar panels and LED lights on to the bags, and when the children walked to school the solar panels charged. At night, the children only had to open the front flap of the bag and the light would come on. This was a perfect fit for our brand, Salaam Baalak, because they wanted an economical and sustainable solution for slum children. We helped create a portable product that was cost effective and efficient in solving a major problem concerning slum children across Delhi.

Describe the creative solution to the brief/objective.

We needed to come up with an effective and sustainable solution that would be readily accepted by school children. We looked at the one basic thing that all children carry with them - the school bag. And that is why we created the Light Bag - a portable study unit with solar panels and lights attached, that could also be used as a school bag. We distributed these bags across several slums in Delhi and gave thousands of children an opportunity to improve their quality of education.

Results

In just 45 days, the campaign has impacted the lives of more than 5000 slum children. The number of contributors have also gone up dramatically and generated coverage worth USD 1 million at no extra cost by garnering over 8 million media impressions. One of India’s leading English dailies, Hindustan Times – carried it as a front page story. It has also been featured in various design magazines and shared thousands of times on social media. This innovation has also been selected as a case study by KxSD – Knowledge x-change for Sustainable Development an initiative by The Energy and Resources Institute (TERI) supported by the UK Government.

Credits

Name Company Position
Nima Dt Namchu Cheil Chief Creative Officer
Anusheela Saha Cheil Senior Creative Director
Sudarshana Borgoyary Cheil Art Director
Anusheela Saha Cheil Art Director
Nima Dt Namchu Cheil Copywriter
Kanishk Sinha Cheil Copywriter
Sudarshana Borgoyary Cheil Photographer
Abdul Kamal Hans Studio Editor
Simran Sahni Cheil Group Creative Director
Anupama Ramaswamy Cheil Group Creative Director
Khima Pandey Cheil Image Retoucher
Hitesh Verma Cheil Image Retoucher