Indiantelevision.com Team

(28 July 2007 6:00 pm)

MUMBAI: Bureau of Energy Efficiency (Bee) has appointed Span Communications as their media consultants following a multi-agency pitch.

The other agencies in the fray included RK Swamy BBDO and Sobhagaya. The account size is estimated at Rs 25 crore.

Bureau of Energy Efficiency (Bee) is a statutory body under the ministry of power. It has been set up with the primary objective of reducing energy intensity of the Indian economy.

The role of Span Communications will be to assist Bee in achieving its objective by offering communication solutions to create awareness regarding energy conservation.

The agency will work on Bee’s standard and labeling programme. The objectives of this program is to provide the consumer an informed choice about the energy saving, and thereby the cost saving potential of refrigerator, air conditioner, tube lights and distribution transformers marketed by various companies. Soon this programme will be extended to other product categories such as TV, washing machine, motor amongst others.

A graphical label with a five-star rating gradient (5 stars indicates the most energy-efficient products and one star the least) also has been launched as voluntary labels for frost-free refrigerators and direct-cool refrigerators, tube lights, air conditioners and distribution transformers.

The scheme will soon be extended to other equipments and made mandatory. It is likely to result in energy savings of about 18 billion units annually from 2011-12.

Span will also be involved in creating awareness about energy conservation buildings code for commercial buildings. These codes are aimed at bringing down the energy consumption of the commercial buildings through the efficient design and use of resources.

It is estimated that implementation of the codes will reduce energy consumption from 25 per cent to 40 per cent and will yield annual saving of about 1.7 billion units.

Span Communications CEO Naresh Kheterpal said, "It is indeed a prized win that also brings a social responsibility along with it. We are happy to be a part of Bee’s efforts towards Energy Conservation."

A 360-degree communication plan is being worked out. Television, print, outdoor, radio, online, below-the-line activities, events, road shows, workshops and other innovative mediums will be used.