The Brief

More than 80,000 villages in India don't have access to electricity. Which means that around 833 million Indians are forced to stay indoors, once the sun sets. More often than not, these villagers live in dark and risk their safety. So, Asian Paints - India's leading paint company, decided to paint a solution.

Describe how the promotion developed from concept to implementation

In the month of April, Asian paints painted a village in Maharashtra with its 'GLOW' paint. The company used its 'GLOW' paint to mark the wells, stones, foot bridges, walkways and other parts of the village. The paint lit up the entire village at zero cost. Merely three buckets of paint lit up an entire village. The villagers experienced the same luxury of light, at zero cost and without electricity.

Describe the success of the promotion with both client and consumer including some quantifiable results

Three buckets of paint that lit up the nights for 467 people. The villagers experienced the same luxury of light, at zero cost and without electricity. The success of this campaign has inspired Asian Paints to spread the light to many more Indian villages.

Explain why the method of promotion was most relevant to the product or service

Asian Paints wanted to find a real solution to a real problem to engage people in creating a positive change. So the brand helped create a low-cost, electricity-free lighting solution. Merely three of buckets of paint were enough to light up an entire village. The villagers experienced the same luxury of light, at zero cost and without electricity. The success of this campaign has inspired us to spread the light to many more villages.