In its Jagmag Desh Mera campaign, Tata Group air conditioning company Voltas aims to encourage consumers to donate a part money saved on electricity bills by using Voltas air conditioners.

The  initiative called Lighting a Billion Lives, of The Energy and Resources Institute (TERI) is targeted at bringing light into the lives of one billion rural people by replacing their kerosene and paraffin lanterns with solar lighting devices.

Voltas has tied up with TERI to support this initiative and the company has committed to light up 10 villages in 2009.

Euro RSCG India has conceptualised the creative part of the campaign.

Enabling consumers to participate or donate directly towards the initiative is one objective of the campaign. The other aim is to push sales, for which the company has committed to contribute a part of the revenue earned on the sale of each air conditioner to TERI.

Voltas is creating awareness using TV, print and outdoor advertising since April 2009 to inform the consumers, and online advertising to get their responses.

The Voltas AC TV commercial is running across various channels such as NDTV 24X7, Aaj Tak, CNBC, Times Now, Discovery and National Geographic.

Its print ads are appearing in The Times of India, Hindustan Times and The Hindu newspapers across India.

It is spending about 10 per cent of its advertising budget on online media.

Voltas is also using banner, video and search marketing on the internet to build hype and interactivity around Jagmag Desh Mera.

The banner ads redirect consumers to a webpage where they can submit their details in order to get contacted by the company for the cause.

The company plans to launch some below-the-line activities across eight metros and Tier II towns in the coming days to encourage consumers to donate towards the cause. It will also roll out a radio campaign on Big FM soon.