Power-cuts are a big problem in India. Rural India faces long hours of power-cuts, daily. As the darkness takes away study times dreams melt away like burning candles. So, we commissioned a sculptor to create a candle that was 2 feet long and 6 inches in diameter. Carved along the body of the candle was the various life stages that the kid would go through to become a pilot or a doctor. And then we lit it up. The melting candle became our ad for the emergency lamp.
Print advertisement created by JWT, India for Khaitan, within the category: Electronics, Technology.
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Arjun Mukherjee
Art Directors: Purnajyoti Kundu, Subhrakanti Mondol, Sourish Mitra, Suvrajit Kundu, Jatishankar Bhowmik
Copywriter: Anurag Acharya
Sculptor: Partha Kabiraj
Photographer: Vivek Das