Conceptualised by Cheil India, the hoardings would carry the brand message by day. By night, the hoarding lights would be turned outwards to point towards the street
Conceptualised by Cheil India, the hoardings would carry the brand message by day. By night, the hoarding lights would be turned outwards to point towards the street
BestMediaInfo Bureau | Delhi | May 26, 2014
It is a well documented fact that there is a strong correlation between crime and darkness. Incidents like rape, mugging, carjacking, etc., are higher post sunset. Given this, Halonix, a leading lighting brand, hit upon the idea of converting advertising billboards (hoardings) and bus shelters into street lights post sunset. The hoarding would carry an advertising message by day. By night, the lights of the hoarding would be turned outwards, pointed towards the street rather than just on the advertising message. So a dark, potentially dangerous street could be turned into a bright, well-lit one.
To kickstart the effort, Halonix invited the citizens of Delhi to name streets or areas in their neighbourhood that needed better lighting. The Facebook page of Halonix registered many suggestions. The top suggestion was identified by a poll. 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.
Given the encouraging feedback from Delhi, Halonix has co-opted outdoor companies to take this idea across cities. Currently, Halonix has made some streets in Delhi, Mohali, Jalandhar, Kanpur, Mathura, Allahbad, Lucknow, Trivandrum and Chennai feel safer through this initiative. More cities are in the offing.
Rakesh Zutshi
Speaking about 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 DT Namchu
Nima Namchu, Chief Creative Officer, Cheil India, Halonix's creative agency, who came up with the idea, 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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