The Luminaries
Co-created Luminous’ CSR Platform - The Luminaries to build on the brand's credentials in the educational sector.
problem
insight
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results
Luminous, an electrical appliances & solutions provider in India, wanted to increase awareness about its social development initiative of increasing access to education for girls in India but didn’t want people to think they were simply throwing money at the problem.
After 6 months of extensive research in the sector, we discovered hundreds of people who were tirelessly working towards the same goal as the brand without proper support or recognition.
We created a platform called ‘The Luminaries’ and chose to shine a spotlight on the stories of other entities over our own. These stories were featured in news portals and shared organically by influential personalities allowing us to allocate our media budget to instead donate electrical appliances and solar power solutions to these entities.
64 million Impressions
1 off-grid solar power solution deployed
The Campaign succeeded in triggering the plan for 5 New Campuses
