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As a country, even if India is rapidly moving towards complete electrification, uninterrupted access to electricity looks like a really distant dream. Millions face erratic power cuts every day. Several cities face up to 40 hours of power cut every month. Villages are adversely affected by the power shortage even more. The life comes to a standstill the moment that bulb goes out. Cooking, studying, playing - the simplest of things - become a struggle in the dark.
The most widespread weapon to the beat the darkness in the country is guess what - a candle and a matchbox. It's light is just enough light to see a silhouette of a face or focus on one letter at a time in a book after straining your eyes significantly. But that's what they've known to make-do with for years, and other better alternatives like diesel generators prove to be more costly than what they can afford.
2019/ direction / Branding /Hand Illustration
Introducing Halonix inverter bulb. It's a normal bulb at the first sight, but it turns on its magic once the power goes out. It stays ON for up to 4 hours. Enough light to sew a shirt or paint the nails or finish school homework.
HOW DO WE TELL THEM THIS?
Through matchbox design. Halonix will produce a competitor product to tell people how Halonix is a superior way to tackle power cuts. Every time someone buys or lights up a matchbox during a power cut, they will reminded to buy the Halonix Inverted Bulb.
This localised media innovation demanded an equally localised design solution as well. Therefore, the choice of design is influenced by the regional art styles of different parts of the country. Madhubani in Bihar, Patrachitra in Orissa and so on.
The different regional art styles touch the people of rural India like no other style would.
Halonix
Credit
Art Direction _ Silpa S
Illustration _ Silpa S
Copy Writer_ Harshad Maheshwari
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