Celebrity endorsements for social causes have always been instant hits with the public. Many such endorsements have high recall value too. Despite the success of such strategies, few public sector units in the State have tried using celebrities to deliver public interest messages. Faced with the prospect of having to impose load shedding, the Kerala State Electricity Board recently came out with a few television spots on saving electricity, featuring actors such as Suresh Gopi and Dileep. Interestingly, these seem to have captured the imagination of the public. Power consumption during peak hours went down considerably after the television spots began to be shown regularly, reports say. Buoyed by the success of this campaign, the board is said to be in the process of devising more innovative communication strategies aimed at reducing power consumption.

C. Maya