Adani Group illuminates lives with #JugnooZindagiKa for Diwali

Diwali, the festival of lights, is a celebration of enlightenment, happiness, and hope – and Adani Group’s powerful campaign, #JugnooZindagiKa, successfully stood true to its meaning in order to illuminate people’s lives.

Conceptualized in collaboration with RepIndia, Adani Group’s digital partners, #JugnooKaZindagi has emerged as one of the most thought-provoking Diwali campaigns in recent years. Its powerful messaging has resonated well with over 15 million people the campaign reached out to, thus creating a positive sentiment around the brand while also highlighting their energy vertical.

The premise of the campaign stems from the Adani Group’s role as not just a nation-building organization catering to India’s growing energy requirements, but also as a #JugnooZindagiKa enlightening the lives of people and communities in every nook and corner of the country.

In essence, the campaign offered a simple yet much-needed solution to some of Mumbai’s darkest streets, thus highlighting their motto of ‘Growth with Goodness’. The campaign was launched with a brand film that communicated the simple idea of lighting up dark streets and, in doing so, illuminating lives across villages and cities – not just on the occasion of Diwali but forever. The film is on YouTube and has already been viewed close to a million times.

This was followed by engaging audiences on social media and asking them to share their challenges to help Adani Group light up the streets and celebrate the true meaning of light.

Finally, through an integrated online-offline campaign, Adani Group installed 111 streets lights at some of Mumbai’s darkest vicinities, thus lighting up the lives of Mumbaikars on Diwali with well-lit, safer roads at night.

With its messaging and solution striking a chord with the audiences, #JugnooZindagiKa proved to be an outstanding success. The Adani Group achieved the following numbers from their campaign:

• 15 Million people reached across platforms
• 80 Million impressions
• 5.6 Million views
• 2300+ shares and 800+ comments
• 50.5% average view rate on YouTube
• 10,000+ tweets on #JugnooZindagiKa
• Trended nationwide for over 5 hours on Twitter

Speaking on the success of #JugnooZindagiKa, Paresh Chaudhry, Group President - Corporate Brand Custodian, Adani Group, said, “At the Adani Group, giving back to the society and the people is a culture – hence the motto of ‘Growth with Goodness’. This Diwali, we realized that there are many places in India that struggle without street lights which are quite a problem for the residents. So, with this campaign, we decided to address this issue across five important locations in Mumbai and give them the gift of illumination. I am extremely proud of this effort and humbled by the support we have received for the campaign – something which goes on to show that people have faith in Adani being an entity that makes a difference to their world at every step of the way!”

Ayesha Chenoy, CEO and Co-Founder, RepIndia, also shared her thoughts on the successful campaign, "A particularly proud moment where a digital campaign actioned a change in people's lives by lighting up streets in Mumbai, which is the true meaning of Diwali - lighting up lives.

Ashish Manchanda, Associate Vice President, RepIndia, remarked, “The impact Adani Group has created on Diwali with the campaign is inspirational, and I am extremely proud to be associated with it. I believe that #JugnooZindagiKa has set the benchmark this year when it comes to leveraging the spirit of festivity and turning it into a powerful, thought-provoking campaign that goes beyond simple metrics of likes and shares.”

By successfully exploring the meaning of the word ‘Jugnoo’ across various touch-points of the campaign, the Adani Group have been able to stand true to their philosophy of nation-building. The #JugnooZindagiKa has featured in over 20 leading national and regional publications such as ToI, Hindu, Social Samosa, and Campaign India so far.