Cannes Lions

Tata Salt Har Pal Ujjwal

TATA CHEMICALS LIMITED, Mumbai / TATA / 2018

Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Description

Chhath Puja allows devotees to give thanks to the sun for its life-giving potential. Deo is a small town in Bihar, known for the Surya (Sun) Temple; believed to be the place where wishes are fulfilled. The Chhath Puja here therefore, is one of the most crowded pilgrimage sites, despite extreme lack of facilities.

The biggest irony is being in a place and time that praises the sun’s illumination, but has no light post sunset. This causes devotees various difficulties while preparing for their early morning puja.

Tata Salt garnered clean and renewable energy from the sun itself. Placing 100 solar panels along the banks of the kund (pond) allowed the sun’s energy to be absorbed during the day, for illumination at night. An artificial sun installation created in the middle of the pond, made the worship site… ‘Har Pal Ujwal’ (Every Moment Illuminated).

Execution

Placing 100 solar panels along the banks of the kund (pond) allowed the sun’s energy to be absorbed during the day, for illumination at night. These solar panels charged an artificial sun installation built at the very center of the kund over a floating bed to spread light all around the worship site at night.

While the sun installation at the event lit up the festive fervor for a day, the solar panels continue to be a permanent fixture even to this day, ensuring that the temple staff and visitors are constantly provided with light through sustainable energy.

Chhath Puja in Bihar, one of its biggest festival at Deo Sun temple.

The idea directly reached out to over 1 million devotees enabling them to pray peacefully and complete their rituals hassle-free with an overall reach of 40 million across national and regional publications & media.

Outcome

Media Outputs: The event was covered across 3 states and 50 publications within a short span of 3 days.

Target Audience Outcomes: Over a million devotees benefited from the sun installation bringing the brand into the consideration set of this core target group.

Business Outcomes: It helped upsurge the total sales volume by about 25% and the outlet reach by 16% quarter on quarter.

Similar Campaigns

12 items

Tiny Fooball Car

TRIBAL WORLDWIDE, London

Tiny Fooball Car

2022, VOLKSWAGEN

(opens in a new tab)