Halonix lights up people's lives with novel OOH initiative

Residential and institutional lighting company Halonix has taken an unconventional outdoor route to build its brand presence. Adhering to its brand promise of providing'The Right Light', the company has installed its lights on different outdoor formats, especially in certain dark spots on streets, to make the area safer for commuters and other passers-by. The formats also feature the Halonix message.

The company began this initiative in New Delhi, and in time it has spread to a few other cities like Mohali. Talking about the initiative, Amar Wadhwa, CEO, Halonix, said, "As a brand we have positioned ourselves as the right light. There are two manifestation of our brand. First, we are a complete lighting solutions company. Second, we believe in the positivity of light.”

He added that "the idea behind this particular campaign was to reinforce the goodness of light. We showcased the brighter side of light by deploying lights on darker roads and showcased that well-lit places are actually potent places. The idea came from the agency. We found it relevant and effective.”

As part of the campaign, Halonix leveraged the social media to invite audiences to share details about dark locations in their locality. The brand received an overwhelming response from people, and based on the responses, specific locations were identified for deploying lights on OOH formats. 

The idea behind utilising the OOH medium was to capture the attention of the large outdoor audience and demonstrate to them how lighting can bring a difference in their lives,” said Wadhwa.

"OOH medium is an essential medium for brand building. We are happy to employ it as compared to other mediums. We will continue to employ this medium in the future too depending upon our requirement,” he said.

The campaign showcased the bright lighting of the road with a simple message that said:'Halonix- The Right Light'. The brand has installed its own labelled lights on outdoor formats to depict the product quality. The campaign will continue until the month of June and will extend to different cities depending on the audience response.   

The company maintains that the campaign has not only attracted the attention of various consumers but has also generated queries from the OOH industry itself. Apparently, a few of the OOH firms have even offered to run this campaign on their sites free of cost.

The brand has put in extra effort to monitor the campaign sites. "Monitoring was much required during the campaign mainly because there is the risk of flexes getting affected due high wind pressure. Our sales team was given the responsibility to monitor the sites,” said Wadhwa.

He expressed hope that more brands will initiative similar steps. "No single brand can do this for a very long time. We want a large number of brands to initiate such endeavours which can make the world a better place for all.”