IAA calls for entries to bring light to India

By afaqs! news bureau , afaqs!, Mumbai | In Advertising
Last updated : August 19, 2008
The India chapter of the International Advertising Association has joined hands with The Energy Resources Institute (TERI) to create awareness about harnessing solar energy among Indians

The India

chapter of the International Advertising Association (IAA) and The Energy Resources Institute (TERI), headed by Dr Rajendra Pachauri, have joined hands to create an ambitious communications programme that could, to begin with, help change the lives of about 400 million Indians.

The social awareness programme will address the huge problem of about 400 million Indians (78 million families) who have absolutely no access to electricity. This obviously compromises their basic standards of living, employment, education, health and safety. Currently, about 4,000 million litres of kerosene is burnt as an inefficient substitute for electricity. Kerosene is largely imported, heavily subsidised and spews more than 24 million tonnes of carbon dioxide into the atmosphere.

Pachauri holds a Padma Vibhushan and is a recipient of the Nobel Prize as chairman of the UN Intergovernmental Panel on Climate Change. With the help of TERI's partners, he aims to transform the lives of Indians by using appropriate technology to harness the unlimited power of solar energy. TERI has developed a cost effective rechargeable solar lantern, and working with NGOs (non-government organisations), TERI has already begun creating the infrastructure for installing solar panels, distributing solar lanterns and managing the operations in identified villages.

Pradeep Guha
The IAA, with the support of the communications industry in India, aims to appeal to citizens and corporate bodies to partner in this initiative by contributing towards the cost of one or more solar lanterns. The project is called Lighting a Billion Lives. The IAA will invite entries from advertising agencies and creative people from all over India to submit creative proposals to make this dream a reality. The winning entry will get large scale publicity with the help of media houses.

In an official communiqué, Pradeep Guha, president, India chapter, and vice-president and area director, Asia Pacific, IAA, says, "This initiative is unique in its scale. It will place on display not just the creative genius of the advertising industry, but also its heart. I hope this campaign is a success and with the help of the IAA worldwide, we plan to take it to other countries, which face similar problems, as well."

Pachauri says, "The Indian ad industry has made its mark globally and is now helping to bring light into the lives of many people in India. The competition to challenge the best innovative minds in this industry for helping TERI is a good initiative." Lighting a Billion Lives is a programme launched worldwide by TERI.

First Published : August 19, 2008

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