Power-cuts are an epidemic in India. And often lasts as long as 10 hours. In the feeble glow of the candle study times are worst hit. Research shows that powercut affects exam result the most as the candle light is too dim to study under.

Building on this insight, we decided to give a new spin to Khaitan’s Emergency lamp story, which doesn't let your dreams melt away.

We first illustrated a candle that showed various stages, a poor kid has to go through in India to become a pilot or a doctor. Then we commissioned a sculptor to create 2 feet high candles, that portrayed the struggles, a poor kid goes through to become a pilot or doctor in India. And then lit it up. The melting candle about to destroy the future of a kid became our posters. A narrative that could be turned around with Khaitan emergency lamps.

These posters were put up at Khaitan stores and generated a lot of dialogue among people. The entire debate how powercuts affect exam results came to the forefront.