On June 10th, PepsiCo Pakistan launched “Lighting up Lives,” a nationwide campaign created by Walter Pakistan, part of the J. Walter Thompson network. The campaign invites local consumers to help deliver eco-friendly light to underprivileged communities in Pakistan.
During the month of Ramadan, for every 1.75L bottle of Pepsi bought by customers, Pepsi will donate one rupee (9.8 U.S. cents) to light up underprivileged homes across Pakistan.
This initiative targets a wide audience in a youthful and emotional way by showing how simple it is for them to help and connect with fellow citizens in remote parts of the country where many do not have access to electricity. “Ramadan is a month of warmth, compassion and blessings, and with this campaign, we sought to create a natural and emotional fit with the brand, elevating it to stand for something bigger during this holy month,” said Asma Nabeel, Chief Creative Officer at Walter Pakistan.
The initiative includes a TVC that showcases young local stars, Hamza Ali Abbasi, Sanam Saeed, Syra Shahroz and Azzfar Rehman. Pakistani Sufi musical legend, Abida Parveen, also sang the theme song for the campaign, “Noor-e-Azal, Noor-e-Khud” (“Light Eternal Light Divine”).
“We aimed to create a heartwarming, feel-good campaign to establish an instant emotional bond with the consumers so they would want to watch it again and again, and hopefully, be motivated to become part of the Liter of Light cause,” added Nabeel.
The campaign, launched a week ahead of Ramadan, will occupy the 6-9pm prime slot across 55 TV channels in Pakistan.
Read more on this campaign below:
— Campaign Brief Asia: Walter Pakistan lights up lives for underprivileged communities through Ramadan with PepsiCo
— Campaign Brief India: Eid Mubarak: PepsiCo initiates #LightingUpLives in Pakistan, invites support
— Marketing Interactive: PepsiCo lights up underprivileged communities this Ramadan
— Little Black Book: Pepsi & Walter Pakistan Bring Eco Friendly Lighting to the Underprivileged
— Mumbrella Asia: Pepsi launches first prime-time TV roadblock in Pakistan for Ramadan
