You loose the sense of space around you even in your own house when it gets dark suddenly, like in times of a power cut. Every thing around you becomes an obstacle. It gets in your way leaving you helpless in the dark. You are compelled to walk around slowly, along the walls or the furniture of the house and it takes much longer to go from one room to another. This insight resulted in the creative idea; Distances seem longer in the dark.

Situations from the daily life inside the house with an urgency to reach the other side were chosen. Furniture was arranged in between forming a lot longer route for someone to reach out to the other side. Exactly the way you feel when there is a sudden power cut. Like helplessness of a mother reaching out for a crying baby, a man desperate to go to the loo and another walking to stop the boiling milk were shown to make the creative idea more real and intriguing.

The campaign has successfully positioned Eveready Emergency Lights as top choice for consumers with a 12.3% increase in the sales in the month of March 2017. Eveready which is the most preferred brand, lived up to the expectations of the people giving them a reliable solution to darkness.