IFC’s Lighting Pakistan is supporting d.light, one of its leading associates for an awareness raising and activation campaign in rural Sindh. The campaign is aimed at reaching the last-mile to create awareness about quality verified solar lights in off-grid and bad-grid areas. The campaign will cover retail markets of five mostly off-grid Tehsils in District Thatta i.e. Mirpur Sakro (bad-grid area), Gora Bari (70% off-grid), Keti Bandar (90% off-grid), Thatta (40% off-grid), and Shah Bandar (80% off-grid).
Prior to the kick off of campaign, a well thought-out training session for locally hired Brand Ambassadors was arranged by Lighting Pakistan. BAs were educated by d.light local team on product features, unique selling points, importance of quality and interpersonal skills.
The campaign started on October 01, 2018 in the retail market of Mirpur Sakro. During the campaign, a team from Lighting Global and Lighting Pakistan Program visited Thatta and surrounding areas to witness the campaign and other field activities. The team comprised of Arthur Itotia Njagi – Lighting Global Lead, Marco Indelicato – Program Manager Lighting Pakistan and Afghanistan Program, and Ibrar Khattak – Program Coordinator Lighting Pakistan. They interacted with the local distributors, retailers and customers who were present at a kiosk activation in Mirpur Sakro.
IFC’s Lighting Pakistan program is part of IFC’s global strategy to support the development of sustainable energy. The program works with the private sector to remove market entry barriers, provide market intelligence, foster linkages and raise consumer awareness on modern solar lighting products and systems. The program is part of Lighting Global, a joint effort between IFC and the World Bank under the Sustainable Energy for All initiative, and part of IFC’s wider strategy to reduce greenhouse emissions and boost clean energy projects.