In an attempt to stop crime after darkness, lighting brand Halonix has rolled out an outdoor campaign.
Halonix converted advertising billboards (hoardings) and bus shelters into street lights post sunset. The hoarding would carry an advertising message by the day. By night, the lights of the hoarding would be turned outwards, pointed towards the street rather than just on the advertising message.
The campaign was kickstarted by the brand inviting people from Delhi to name streets or areas that needed better lighting. The Facebook page of Halonix registered many such suggestions. As a test run, a Halonix hoarding was put up in Vasant Kunj. Encouraged by the response, the company installed hoardings at more locations in Delhi. Halonix has associated with outdoor companies to take this idea across cities. Streets in Delhi, Mohali, Jalandhar, Kanpur, Mathura, Allahabad, Lucknow, Trivandrum and Chennai are now part of the initiative.
Rakesh Zutshi, managing director, Halonix Technologies, said, “We at Halonix believe that brands need to have a conscience and should continuously attempt to make the world a better place. Our brand idea – The Right Light – is not limited to the fact that we pursue excellence in our products and their quality. It represents a broader view of impacting life and society positively through the use of light.”
Nima Namchu, chief creative officer, Cheil Worldwide SW Asia, said “This is a great example of the medium becoming the message. The power of the idea lies in the fact that, without spending a penny extra, every brand that takes a front lit or back lit hoarding, can implement this idea and make our cities feel safer. We hope more brands and outdoor agencies take this idea forward.”
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