In a unique initiative this Diwali, Airtel, a telecom brand in the country, lit up many smiles with a media innovation in rural India.
It claims to have installed the first ever solar powered illuminated wall paintings across 4 villages in UP – Khiri, Ladiyari, Gogra, Surbal Sahni. These are wall paintings by day that turn into a source of light and learning for villagers by night as a LED light wall powered by solar energy.
These paintings also turn into a fun destination for children in the evening where locally appointed teachers conduct edutainment sessions with the help of Airtel powered tablets.
The idea for the initiative came from the fact that while during the day a wall has many facets for children, they fade away with sundown and in turn kids lose their smiles with nothing to do as darkness takes over. Airtel decided to bring their smiles back and rolled out this unique campaign under the tagline #LightUpASmile.
The brand aims to illuminate villages and young minds with learning.
It has also produced a digital film for the initiative that was recently released on social media.