Pepsi Pakistan had come up with a unique, yet interesting CSR campaign called “#LightingUpLives” in March this year. They installed up-cycled Pepsi plastic bottles, converted to lights that were powered by solar energy in the Jalozai camp for internally displaced peoples (IDPs). Now, just a week before the holy month Ramzan, Pepsi has launched the phase two of #LightingUpLives with a new TVC.
The installation process was documented by the Oscar winner Pakistani director Sharmeen Obaid Chinoy. It has showed us how Pepsi Pakistan had lighted up Jalozai camp for IDPs. Now, the phase two of the campaign has initiated with a ‘call to action’ approach.
Taking this further, Pepsi has announced that one rupee from sale of each 1.75 liter Pepsi bottle will be donated to their campaign, #LightingUpLives, in which, they are installing lights for underprivileged people in remote areas. Anyone who buys a 1.75 liter Pepsi, automatically becomes the part of the campaign by donating a rupee.
Pepsi has announced that one rupee from the sale of each 1.75 liter Pepsi bottle will be donated to their campaign, #LightingUpLives, in which, they are installing lights for underprivileged people in remote areas.
Starring in Pepsi Ramzan TVC, the young faces of Pakistani entertainment industry, Hamza Ali Abbas, Sanam Saeed, Syra Shehroz and Azfar Rehman, have added more interest to the campaign #LightingUpLives. Their support and endorsement to this cause is bound to make a difference.
Pepsi has also introduced a very interesting idea for people to show their support to this campaign on social media. All they need is to buy a 1.75 liter Pepsi, take a picture of the bottle, write their messages and share the picture with #LightingUpLives.
Launching this in Ramzan is a smart move by the brand as it’s the month where everyone is motivated to take part in such initiatives. We’re positive that this campaign will yield good results for the brand as well as all the underprivileged people they’re aiming to help.
Watch Pepsi Ramzan TVC: