Planning & Execution

• A national PR campaign announced the launch of the movement and was supported by regional PR campaigns as each new state of India joined the movement.


• National & regional press ads and PR campaigns announced to total number of people who had joined the movement to galvanize others to join the movement and take action


• National and regional radio campaigns brought the message alive in all areas of the country


• A pan-India sales collateral campaign was rolled out to aid each state


• We developed and launched the ILEDTHEWAY microsite, allowing citizens to pledge to join the movement and track collective progress


• A campaign on Twitter on Energy Conservation Day – for every three #ILEDTHEWAY, mentions, donated one LED bulb to SOS Villages in need.


• On-ground and online monitoring that allowed us to identify “Energy Efficient Champions”-average citizens who had taken an active role in promoting the campaign and the message. We publicly encouraged their activities and sent them an official certificate signed by the Managing Director of the program to further encourage their involvement in growing the movement.

Effectiveness / Results

In only eight months since launching ILEDTHEWAY, more than 30 million people have pledged to lead the way. From a first ten million bulbs, to a country that together is saving…

• More than 32 million kilowatt hours daily


• A total of 2,370 megawatts of electricity demand


• More than 26,300 tons of carbon dioxide emissions daily


• And more than $19 million in energy costs daily


• We’ve helped Indian households adopt energy efficient practices 2,784% faster.