HALONIX SAFER CITY PROJECT

Bronze Spike

Case Film

Presentation Board

TitleHALONIX SAFER CITY PROJECT
BrandHALONIX
Product / ServiceINDOOR AND OUTDOOR LIGHTING SOLUTIONS
CategoryA03. Use of Outdoor
EntrantCHEIL WORLDWIDE (INDIA) Gurgaon, INDIA
Entrant Company CHEIL WORLDWIDE (INDIA) Gurgaon, INDIA
Advertising Agency CHEIL INDIA Gurgaon, INDIA
Media Agency MEDIA SUPPLEMENTS New Delhi, INDIA

Credits

Name Company Position
Nima Dt Namchu Cheil Chief Creative Officer
Navin Theeng Cheil Group Creative Director
Shiva Kumar Cheil Creative Director
Piyush Jain Cheil Creative Director
Kaushik Saha Cheil Group Creative Director
Saurabh Sabikhi Cheil Copywriter
Deepak Singh Bisht Cheil Art Director
Atul Sharma Atul Sharma Photography Photographer
Ravi Makhija Cheil Deputy General Manager
Prantik Dutta Cheil Studio Head
Avilash Chakravorty Cheil Associate Account Director
Meenakshi Sachdev Varma Independent PR Consultant Director
Khima Pandey Cheil Image Retoucher
Rajesh Biswas Cheil Image Retoucher
Aman Chaudhary Media Supplements Pvt. Ltd. Director

Results and Effectiveness

The initiative was picked up and magnified by the media. In a very short period of time, the project’s facebook page reach went up to 34,90,763 with over 1 lakh engaged users. The campaign buzz has led to unaided recall for a new brand like Halonix grow from 20% to 70%. Positive feedback, especially from women, encouraged Halonix to take the project to 7 more cities, i.e, Bangalore, Chandigarh, Jalandhar, Chennai, Lucknow, Trivandrum and Ghaziabad. More enquiries and requests have come from various other cities of India.

Creative Execution

The campaign for the Safer City Project was first launched as a pilot project in New Delhi, the capital of India. On social media, Halonix asked the citizens of Delhi to identify dark places in the city that made them feel insecure. Online opinion polls were conducted to zero-in on streets that most needed lighting. At these streets, Halonix billboards and kiosks fitted with high lumen products were installed which transformed into street lights at night. The project was then extended to seven more cities based on a similar model.

Insights, Strategy and the Idea

In India, various cities are witnessing a rise in crimes against women. Dark, unlit streets in the cities only add to the problem. Halonix, a new entrant in the lighting solutions market, wanted to change this and be seen as a socially responsible brand. So it repurposed its outdoor advertising based on the fact that people always feel safe and confident at well-lit places. It asked the citizens to identify dark locations in their city. At these locations, billboards were fitted with high-lumen Halonix products that transformed into street lights at night. This not only made women feel safer but also established Halonix as a social responsible brand, by offering a unique lighting solution built around a cause and thereby furthering its positional tagline of ‘The Right Light’.