THE CHALLENGE

Millions of Indians were urged to switch from incandescent bulbs to energy-efficient LEDs, supported by the Ministry of Power’s Domestic Efficient Lighting Program (DELP), which offered bulbs at reduced cost. However, low awareness and the perceived high cost of LEDs limited adoption. At the start of our work with EESL, it had taken 1.5 years to sell the first 10 million bulbs—highlighting the need to dramatically accelerate uptake.

THE EXECUTION

Through the #ILEDTHEWAY campaign, we helped catalyse the distribution of just under 10 million LED bulbs in less than a month, with six bulbs being distributed every second. With more than $19 million in daily energy cost savings, Indian households adopted energy-efficient practices 2,784% faster.

THE OUTCOME

As part of the campaign, conversations around the benefits of LED bulbs and EESL’s initiatives were generated across national and vernacular media, with coverage in over 50 publications.