|Title||HALONIX SAFER CITY PROJECT|
|Product / Service||INDOOR AND OUTDOOR LIGHTING SOLUTIONS|
|Category||A03. Use of Outdoor|
|Entrant||CHEIL WORLDWIDE (INDIA) Gurgaon, INDIA|
|Entrant Company||CHEIL WORLDWIDE (INDIA) Gurgaon, INDIA|
|Advertising Agency||CHEIL INDIA Gurgaon, INDIA|
|Media Agency||MEDIA SUPPLEMENTS New Delhi, INDIA|
|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|
|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|
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.
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.
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’.