Surina SayalPublished: 1 Aug 2011, 12:00 AM

RC&M 'lights up' on-ground activations for BPL Chirag

The experiential marketing agency helped promote BPL Techno Vision's new launch, BPL Chirag, in multiple towns and rural areas in UP with demos, games and dealer interactions.

Addressing the problem of millions of Indians facing electricity issues, BPL Techno Vision, the clean energy solutions company dedicated to delivering alternative forms of renewable energy, has launched BPL Chirag, the emergency rechargeable lantern.

RC&M 'lights up' on-ground activations for BPL Chirag
RC&M 'lights up' on-ground activations for BPL Chirag
BPL Chirag employs a new 'Q Tech' technology which allows the lantern to be charged in four hours in fluctuating voltage and give five hours of light, unlike the 8-12 hours of charging required by other rechargeable lanterns in the category.

To promote the same, RC&M was brought on board and an activation was conducted from mid-May till mid-July, across multiple districts of Uttar Pradesh (Moradabad, Rampur, Bijnor, Mathura, Agra, Aligarh, Firozabad, Auriya, Gorakhpur, Deoria, Mahrajganj, Sultanpur, Gonda, Bharich, Sitapur, Lakhimpur, Lucknow, Kanpur, Kannauj, Siddhartnagar and Hardoi).

The objective was to establish BPL Chirag as a preferred lighting solution and promulgate the brand proposition of 'Shorter charge duration and longer backup hours'. The activation consisted of live demos, door-to-door demonstrations, dealer interactions and more.

A larger-than-life live charging contraption reinforced this communication with the comparison of Chirag battery with ordinary battery. The engagement at these touchpoints showcased live action of 'Char ghante ka Kamal' to focus on battery backup, charging duration, affordable price and ease of use of BPL Chirag.

A dark room was designed in the shape of an enclosed box to demonstrate the effectiveness of the lantern at night. Various interfaces gave customers an opportunity to understand and accept the product.

RC&M 'lights up' on-ground activations for BPL Chirag
RC&M 'lights up' on-ground activations for BPL Chirag
Existing retail outlets were also branded with BPL Chirag merchandise, and one-on-one interaction encouraged product demos and trials at retail outlets, workspace points and market areas.

Priya Monga, business head, RC&M, says, "The launch strategy integrated an interaction and engagement model for product penetration, recall, visibility and product acceptance at both consumer and retail levels."

The target audience for the product is families in semi-urban areas with children, where domestic life is hampered by power shortage and frequent power cuts.

It was found that a majority of the families still resort to unhealthier and inefficient lighting options to overcome this problem. The lack of electricity raised major concerns for the future of the children, who found it increasingly difficult to focus on their education.

K Vijaya Kumar, chief operating officer, BPL Techno Vision, says, "It was important to convey that Chirag is not only helpful for children who can study and progress in life, but it also helps farmers to work during the night and housewives to do the daily chores which are hampered because of the absence of light."

Through the activation, the brand was able to come into direct contact with 30,000 individuals on a one-on-one basis with demos, engagement tools, flip charts, the dark room, BPL Chirag contraption, product touch and feel and product literature. Indirect contact was also made with approximately 60,000 people by way of mobile branding.