| Title | THE ESCALATOR PROJECT |
| Brand | K RAHEJA |
| Product / Service | REAL ESTATE DEVELOPERS |
| Category | A04. Targeted Ambient Media: Large Scale |
| Entrant | GREY GROUP Singapore, SINGAPORE |
| Entrant Company | GREY GROUP Singapore, SINGAPORE |
| Advertising Agency | GREY GROUP Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Ali Shabaz | Grey Group Singapore | Chief Creative Officer |
| Sudhir Pasumarrty | Grey Group Singapore | Art Director |
| Sandeep Bhardwaj | Grey Group Singapore | Creative Technologist |
| Karn Singh | Grey Group Singapore | Copywriter |
| Cinzia Croziani | Grey Group Singapore | Art Director |
| Sudhir Pasumarty/ Cinzia Crociani | Grey Group Singapore | Designer |
| Tan Giap How | Grey Group Singapore | Head of Art |
| Ferdinandus Oen | Grey Group Singapore | DI Artist |
| Juhi Manwani | Grey Group Singapore | Account Director |
| Huma Qureshi | Grey Group Singapore | Regional Director, PR & Corporate Communications |
| Yanrong Pang | Grey Group Singapore | Regional Corporate Communication Executive |
| Jacinta Loo | Greyworks | Producer |
| Bobby Aguila/ TImothy Lee/Aaron | Greyworks | Editor |
| Marco Iadice | Greyworks | Sound Designer/Composer |
| Giovanni Fantoni Madena | Director | |
| Matte Chi | DOP | |
| Deepak Oberoi | RC&M | Chief Executive Officer |
| Jugnu Kaul | RC&M | Group Account Director |
| Sudeesh Surdas | RC&M | Client Service Manager |
| Kaushlendra Chauhan | RC&M | Field Supervisor |
Escalator Project - an idea that transforms every escalator into an energy-harnessing device. Dynamos that convert mechanical energy into electrical energy were designed. Each was connected to rechargeable batteries. While the escalators ran, the dynamos charged these batteries. Once fully charged, they were used to power LED lamps, which were supplied to several villages using an existing supply chain. And while one batch of batteries was being used, another was being recharged. And because the dynamos were fitted across all Raheja properties, the cycle never ended.
For 400 million people across rural India, electrcity still remains a luxury. K Raheja, a leading real-estate developer with a focus on environment-friendly practices, saw that escalators are constantly running, day and night. Even when there’s no one using them. They decided to use all that wasted energy to light up villages across India via The Escalator Project - an idea that transforms every escalator into an energy-harnessing device. Dynamos that convert mechanical energy into electrical energy were designed. Each was connected to rechargeable batteries. While the escalators ran, the dynamos charged these batteries. Once fully charged, they were used to power LED lamps, which were supplied to several villages using an existing supply chain. And while one batch of batteries was being used, another was being recharged. And because the dynamos were fitted across all Raheja properties, the cycle never ended.
The campaign was initially launched in a few villages in Maharashtra, India but as it gained popularity many more villages were identified to be helped.
The audience was people in metros. They don’t have a direct relationship with the brand, K Raheja, but are aware of its existence and work. The campaign was relevant to the audience because it highlighted the problem of electricity wastage to them, but at the same time offered a solution that elevated the brand image in the minds of the consumer.
The project is now rolling out across hundreds of villages in India helping millions lead a better life.