New Delhi : The power ministry has launched a mega advertising campaign saying the country can save 25,000 MW of electricity every year by just being prudent. The first TV commercial of the campaign, with ‘Bijli Bachao, Desh Banao’ tagline, was unveiled on December 14 to mark the national energy conservation day.
“This is part of a huge campaign which the ministry has planned and will be launched in phases,” said Piyush Pandey, executive chairman at Ogilvy & Mather India, which designed the campaign. The first leg of the campaign showcases school children as torchbearers of this initiative. The ministry has launched an on-ground school contact programme. The Bureau of Energy Efficiency hopes to register 1,000 schools on its portal in the next one year to will help spread the message.
The power ministry recently roped in Pandey, Sam Balsara, CMD at Madison World, and Sunil Alagh, a marketing consultant, as part of its publicity committee. While the first leg of the ad campaign talks about saving domestic energy, the ministry has planned a separate campaign on how industries can save energy too.
“The ministry will involve people from all walks of life to advocate the message as change of behaviour towards energy consumption and usage is the need of the day. I believe this campaign should go on even when we have saved enough power and energy,” said Pandey.