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
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