The initiative, which launches tomorrow (15 October) and runs until 20 November, aims to ‘light up’ 10 villages in India through solar power. Western Union is encouraging customers to send money during that time to contribute to the campaign.
To support this, the brand has collaborated with agency Undercurrent to devise a bespoke tour vehicle that utilises solar power in order to communicate its light-up plans.
The bus will travel to 40 locations, including local Diwali events, Hindu temples and Western Union concession stores in Sainsbury’s and Asda supermarkets. At each stop, an experiential space will be created consisting of a marquee, educational giveaways, Diwali-themed chill out spaces and tablets.
A team of brand ambassadors will be on hand to engage with consumers in each location.
The tour began on Sunday (11 October) at Trafalgar Square’s Diwali in London festival. The brand activation will run until 10 November and is supported by radio, digital, social and PR campaigns, including a specially-designed online game.
Alexia Kerdavid, marketing specialist at Western Union, told Event: "Diwali is a celebration of happiness, and a festival that enlightens every house. Western Union is proud to celebrate this Diwali by contributing towards lighting up 10 villages across India.
"Undercurrent has produced a month-long catalogue of integrated activities covering experiential, digital and social channels and we are looking forward to communicating this key messaging in local communities across the UK."
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