Tata Power Delhi Distribution’s (Tata Power-DDl) communication campaign SAATHI has won the gold medal under the best use of social innovation category at the prestigious 2017 ‘CMO Asia Social Media and Digital Marketing Excellence Awards’. The award was presented in an award ceremony held at le Meridian, Singapore.
The SAATHI campaign highlighted the role played by Tata Power-DDl in the lives of over a million people through focussed social innovations initiatives for women and youth empowerment, health care facilities and climate consciousness. The campaign helped in amplifying the reach and effectiveness of the initiative resulting in a substantial increase in the awareness levels among the target group.
Praveer Sinha, CEO and MD, Tata Power-DDl, said, “The award-winning initiative SAATHI was planned to spread the awareness of the various social innovation initiatives across the length and breadth of our distribution network. The philosophy of SAATHI (an all-weather friend) has a potential to influence the role which a utility can play in transforming of lives of the underprivileged section of their consumer base by focussing on social innovation beyond their core business. We are thankful to CMO Asia for recognizing our initiative and believe it provides a great platform where one can not only showcase their work but also compete with the best in the communication industry.”
A senior official said that the campaign has also helped and encouraged the residents of the JJ (Jhuggi Jhopdi) clusters to opt for legal connections by learning and experiencing the benefits associated.