Consumer Awareness

Suryoday™ consumer awareness campaign, aims to reach out to rural consumers through a 360-degree integrated media approach using traditional as well non-traditional media. This includes outreach through mobile exhibitions, school contact program, community contact program, wall art, audio-visual film and cable television. The campaign is being supported by a dedicated toll-free number (1800-2121-312) that helps rural consumers in locating the nearest outlet stocking quality assured lights. This is an integrated campaign with ATL, BTL and digital interventions, driving the message of ‘Zindagi Non-stop’, or “ Life Non-stop” leading to learning, progress, earnings and happiness, sans a break. A specially designed home-on-wheels will be seen in the targeted villages, engaging audiences through interactive skits and films, to drive awareness for quality solar lighting products. The campaign will also feature awareness sessions at schools and special sessions for women.

The campaign will showcase products/branding of the associates, namely- d.light design, Dharma Life, Devidayal Solar, Frontier Markets, Greenlight Planet and Philips.

Names of the targeted districts:

Villages in UP Villages in Bihar Villages in Odisha
Fatehpur Patna Balangir
Faizabad Paschim Champaran Jajpur
Bahraich Muzaffarpur Sambalpur
Gonda Bhojpur Kandhamal
Basti Katihar Sundergarh

Consumer Awareness Phase 1

Consumer education is central to Lighting Asia/India’s market development activities. Consumer education spurs product demand by creating awareness of modern solar lighting products, their functionality, benefits and advantages over the widely used kerosene and candle lighting. Lighting Asia/India works with product manufacturers and distributors to design and run experiential consumer education campaigns that introduce and showcase modern, durable solar lighting products to rural consumers.

In 2014-2015, Lighting Asia/India implemented the Suryodaya ™ (meaning Sunrise) consumer education campaign in 9370 villages across 31 districts in Bihar, Uttar Pradesh and Rajasthan. The campaign ran from November 2014 to December 2015 to increase the awareness and availability of quality-assured solar lighting products in these states.

States visited during the Consumer Awareness Campaign Program


The campaign reached more than 2, 00,000 people comprising men, women, children and retailers across these. It reached rural consumers in these states through a 360 degree, integrated media approach using traditional as well non-traditional media. This included outreach through mobile van exhibitions, school contact program, community contact program, women group meetings, wall paintings, radio announcements, an audio-visual film – Suraj ki gullak (, a call center and a retail connect program to increase rural access through a wider network of retailers. Consumers also had access to a dark room where they could experience the difference in quality and light output between kerosene and solar lighting.

State No. of Hub
Villages reached
No. of van
shows organized
No. of
Schools contacted
No. of women group
meets organized
No. of retailers
Bihar 990 1110 39 951 11095
Rajasthan 253 253 50 198 1322
Uttar Pradesh 1314 1458 55 1221 13745

The campaign was supported by a dedicated toll free number (1800 2121 312) that helps rural consumers get information about quality assured solar lights available in their areas so that they can make an informed decision on buying a light as per their need and requirement. Click here to see a video on the campaign activities as implemented on the ground (

Click here to view the complete list of hub villages that were covered by the campaign.

The Suryoday TM Campaign won four awards at the Flame Awards 2016 instituted by the Rural Marketing Association of India. These are the only awards constituted with focus on rural markets in the country (

  • Gold for the “Best film of the year” – Suraj ki Gullak
  • Gold for “Best Channel Development and Trade Activation of the year”
  • Silver for the “Radio Campaign of the Year” – SuryodayTM
  • Bronze for the “New on ground property of the year”

The Lighting Asia/India Program’s “SuryodayTM” has won three awards at the Annual WOW Awards 2016

The Lighting Asia/India Program’s “SuryodayTM” has won three awards at the annual WOW awards 2016 ( WOW Awards Asia is the most holistic recognition platform in the world encompassing almost every aspect of the event business.

The awards won are:

  1. Gold for the Contact program of the year (School/College/Society/Community/Youth)
  2. Silver for the Rural activation of the year for brand awareness
  3. Bronze for the Rural Engagement property of the year