The cities of Jaipur and Hyderabad were in for an electrifying weekend with Rajasthan Royals and SunRisers Hyderabad participating in ‘PowerLight a village’, the CSR initiative by Garnier Men. This year, Garnier Men India, the male grooming brand had joined hands with Project Chirag in a unique social campaign called ‘PowerLight a village’, wherein the brand leveraged its social media community to help them light up hundreds of villages in India that have no access to electricity.
Having its origins in the ‘Men who matter’ initiative, the social campaign of powerlighting a village uses a combination of social media activities and offline drives to generate watts for the campaign, which in turn would help in providing solar energy. The digital execution is being taken care by Foxymoron, a social media marketing and digital solutions agency.
The 1.9 million fans on Garnier Men’s Facebook page could contribute virtually to the electrification drive. Every like, share and comment, contributed a predetermined unit of energy. And this was coupled with on-ground activations where one could pedal bicycles which will be recording the energy generated. Eventually all this would be added up into actual energy donation through the solar equipment – one solar lamp that also has an in-built mobile charging unit, 1 solar tube light and 1 solar panel to charge their equipment.
Being the official grooming partner for Rajasthan Royals as well as SunRisers Hyderabad for this season of IPL, Garnier Men conducted a range of activities that could reach out to a bigger audience as Indians love cricket and its cricketers.
Players from Rajasthan Royals and SunRisers Hyderabad rode the PowerLight A Village bicycles in malls in Jaipur and Hyderabad to contribute towards this cause. This also gave a great opportunity for fans to meet the cricketers in person, get grooming tips from Garnier Men and contribute to a good cause at the same time. The mall activities saw India’s favourite players like Rahul Dravid along with Ajinkya Rahane and Sreesanth from Rajasthan Royals, joined by Cameron White, Ishant Sharma and Dale Steyn from SunRisers Hyderabad, pedalling away to powerlight villages.
Pedal to powerlight on social media
The pedalling activity was also carried forward through social media engagement to bridge the online-offline gap. Fans were encouraged to visit the mall and pedal the bicycles at the given schedules in each of the cities. They had to upload pictures of them cycling on a specially designed Facebook app and gather votes. There were exciting Garnier Men prizes for the highest votes as well as the ones who voted for them.
The ‘Gallery’ displays the various pictures as per the city it has been uploaded from. One can also search through names on the search bar at the top, or go through by ‘Top rated’ or ‘Most recent’. Clicking on an image enlarges it and also allows one to vote for it. Additionally, one can contribute 1 watt of electricity by sharing on Facebook or Twitter.
Twitter was leveraged to drive traffic to the app, that in turn built more contributions for the campaign. Tweets shared were hashtagged with #PedalToPowerlight. Also, tweets shared could contribute 10 watts to the campaign.
In addition, the ‘powerlight’ message has been embedded into other pieces of communication with the fans, like asking them about who were the powerlight performers during the ongoing IPL matches.
Creative campaign extension
Like I have mentioned before, ‘PowerLight a Village’ goes far in strengthening ‘Take Care’, the Garnier Men tagline. Apart from positive branding, the CSR campaign has also managed to weave in the IPL fever by getting cricketers to contribute to the cause. The pedalling activities at malls, especially in the cities of Jaipur and Hyderabad to represent the two teams it has partnered with this season – Rajasthan Royals and SunRisers Hyderabad, is a cool idea. One that enabled fans to meet the cricketers who are playing for their cities in person and above all contribute to a good cause.
The integration of ‘Men who matter’ with the IPL teams, as part of their official grooming partners, works for both parties. It helps Garnier Men’s ‘PowerLight a Village’ reach out to a larger crowd in a cricket-crazy nation, as well as get the cricketers some positive branding.
Besides, the app has maintained the same look and feel as its earlier ‘powerlight a village’ one. Cool graphics, neat layout and smooth navigation make for a great user experience.
I like what’s being done here – a fun, CSR initiative that involves the social media community and gives them excellent perks in return for the participation. Do share your thoughts and also your experiences if you have pedalled to powerlight.
Disclosure: Foxymoron is an advertiser at Lighthouse Insights