Brief Explanation

Greenlight Planet (GLP) markets Sunking Solar Lamps in off-grid homes in the underserved regions/countries. In India the product is distributed only through direct sales agents ‘Sunking Business Associates’ in the selected villages of India. Mass media is also not an option for these off-grid markets being media dark. The only way to reach out to the potential customers therefore is through activations. Annual festival of ‘Makar Sankranti’ was identified that despite being Hindu festival attracted enthusiastic participation from people across religion, gender, cast, creed, & age into the ritual of Kite Flying. The month of Makar Sakranti saw Kite Flying sponsored by GLP through ‘Sunking Ujjale Ki Udaan’ that means Sunking’s Flight to Illumination across product distributed villages.

The Brief

The objective of the campaign was to build awareness & familiarity with the new product category to create a need for Sunking & build preference for it. The challenge was that the product is available only in selected villages through a direct local resident agent of GLP. The challenge was also the selected villages & small towns being media dark ruling out use on any mass media. The strategy & approach was to identify an opportunity that can build awareness & familiarity in an effective & scalable manner in the selected villages despites having a shoe string budget.

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

The Village level initiative culminating into a town level large event, along with participation from Press, Radio, PR and visibility ensured that Sunking Ujjale Ki Uddan received unprecedented level of awareness & word of Mouth for the brand across various channels. This first time ever kite-flying festival conducted by any brand was beyond just an event. It became a celebration of a much loved tradition. We very efficiently & effectively multiplied the consumer reach in otherwise media dark markets building awareness, differentiation & thereby preference for the brand delivering the message of power of Sun across. SUNKING KITE FESTIVAL qualified for efficiency & effectiveness is being scaled much larger & deeper from next Makara Sakranti itself not only in Uttar Pradesh but also in other parts of 4 more states of India YOY from next year onwards.

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

Sun, the source of light and energy, bringing new hope, expectations every morning. Similar to Sunking which extends to same hope & expectation by bringing light into lives after Sunset. The goodness of Sunlight after a harsh winter is welcomed through ‘Makar Sakranti’, a Hindu festival which through one of its ritual of kite flying attracts people across religion, gender, cast & creed The initiative was undertaken in Eastern UP one of the most media dark & populated region of the country during the 30 days period in the month of Makar Sakranti by inviting the entire village to a Kite flying competition through ‘Sunking Ujjale ki Udaan’ meaning Sunking’s flight of Illumination. The day long competition at a central location included complimentary branded kites & accessories for all maximizing participation. The initiative also included public announcements, brand engagements, promotional stalls focused on building familiarity with brand features & benefits.