Campaign India Team
Jul 15, 2015

Eid Mubarak: PepsiCo initiates #LightingUpLives in Pakistan, invites support

Watch the ad film conceptualised by Walter Pakistan here

In 2011, My Shelter Foundation in the Philippines launched Liter of Light, leveraging eco-friendly energy to light up houses in areas without electricity. PepsiCo in Pakistan has partnered with the Liter of Light program as part of a #LightingUpLives campaign this Ramadan. The campaign kicked off on 10 June.
The ad agency driving the campaign is Walter Pakistan, a part of J. Walter Thompson.
The FMCG company had released a film on the theme in April and another now, in the month of Ramadan. Pepsi will also donate Re.1 for every 1.75L bottle of Pepsi purchased during the month to increase the reach of this project.
For the film, the brand has roped in Pakistani actors Hamza Ali Abbasi, Sanam Saeed, Syra Shahroz and Azzfar Rehman. The sound track features the voice of Sufi singer Abida Parveen for 'Noor-e-Azal, Noor-e-Khuda'  (Light Eternal Light Divine).
The actors stop Pepsi drinkers from throwing away the empty bottles. They collect the bottles on the street, during cricket games and even in a busy market. The film cuts to a local village where the stars and Pepsi workers are seen taking these bottles and using them to light up and decorate  the village. As the sun sets, the light from the bottles illuminates the entire village as everyone stares in amazement.
Client: Pepsi Pakistan
Creative agency: Walter Pakistan
Campaign India

Related Articles

Just Published

1 day ago

Republic Media Network elevates Mohit Dhamne and S ...

Mohit Dhamne has been named as the chief financial officer and S Sundaram has been elevated to director of strategy for the network

1 day ago

Want to demonstrate the value of our audience to ...

As Spotify Audience Network launches in India, Kristiana Carlet, Brad Grealy and Arjun Kolady, shed light on how the audio-first marketplace intends to bridge the gap between audiences, creators, and advertisers

1 day ago

Havas acquires majority stake in Singapore-based ...

The agency will become H/Advisors Klareco upon closing, and will be the launchpad for the long-term APAC expansion of Havas' strategic communications advisory arm, H/Advisors

1 day ago

X-rated Musk burns bridges with concerned advertiser...

Ad chief Linda Yaccarino attempts to clean up after public tirade