Garnier Men champion the cause of rural electrification across India

Earlier in 2013, Men's skincare brand Garnier Men initiated the 'PowerLight A Village' campaignin collaboration with Project Chirag with an aim to light up many rural households in India that are without any electricity.

An initiative digitally conceptualised by FoxyMoron and produced by Happy Monk Productions to provide electricity to remote villages in India, the 'PowerLight A Village' digital film is aimed at creating awareness among consumers to contribute through their pledges on social media.

The video showcases the protagonist - a young school boy studying in a village in India, going out of his way to ensure his older sister has the opportunity to keep studying despite no light source in their hut. The film begins with the boy running all over the village, troubling villagers and is eventually caught by his mother. Finally, the gift that he presents to his sister highlights the main goal of the PowerLight, a village initiative, dispelling darkness from the lives of Indians.

The main premise of the 'PowerLight A Village' campaign is that every action made online, is translated into actual energy donation on - ground in the village. Every like, share and comment across the Garnier Men social media platforms, contributes a predetermined unit of energy.

The initiative has, so far, received 5,600 tweets and the total user engagement has increased on social media platforms.

Satyaki Ghosh, Director, L'Oral, consumer products division, India said, 'Garnier has taken a wonderful step by keeping up to their tagline 'take care' and initiating a fruitful social campaign. 'PowerLight A Village' is a great message especially for the youth of the nation. According to us, we feel that if we can work efficiently with our conscience and consumers, then we can make our society a better place to live in. 'PowerLight A Village' will help us spread smiles and bring light by using renewable sources of energy like solar energy. Consumers are invited to make a difference in simple and multiple ways like actively participating in digital forums like Facebook and Twitter.'

More from Brands

Harshil Karia, Co-founder and Online Strategist, FoxyMoron said, "Brands taking on projects for social good is the future. We believe that a brand speaks through its actions more than advertisements and are humbled to be associated with Garnier Men that has taken this bold step through the 'PowerLight A Village' campaign. We have received tremendous support from all the fans who truly care and believe in this cause. It will be our aim to continue to drive strong engagement to light up not only homes but lives of people living in darkness."

Credits:

Brand - Garnier Men India

Creative & Digital Agency - FoxyMoron

Creative team - Harshil Karia,Miqdaad Dohadwala, Akhilesh Ram

Director (of the film) - Suraj Wanvari

Production House - Happy Monk Productions