The Liter of Light initiative aims to bring light to millions of Pakistanis who still live in off grid areas. Through this campaign, multi-serve bottles of Pepsi are transformed into solar lights that illuminate the night. Pepsi and Liter of Light have collaborated nationally and internationally for a long time; one of the more prominent examples being of the Philippines.
In Pakistan, there was a dire need for a brand to step in and contribute towards elevating the quality of life of millions of people for whom life comes to a complete halt as soon as the sun goes down. Pepsi initiated this program in 2015 and has taken it onwards to a bigger scale, lighting up lives of more than 70,000 people and 40+ villages in far flung corners of Pakistan. The areas that have been lit up include villages in Kalam, Chitral, Bannu, Khushab, Okara, Tharparkar, Chaman, Mubarak Village, and most recently fishermen communities in Qasim Machhi Village, Sindh.
The light installations have been carried out with the support of Ace Welfare Foundation led by Mr. Vaqas Butt and his team of volunteers. An installation plan is charted out for the full year and monthly progress of the installations is monitored.
Many celebrities and media personalities are making sure they show full support for this project, especially on social media. In an interesting spin on things, a wave of online volunteerism has been seen with the #EyesClosedForLight campaign, through which Pepsi has promised to help light up a life for every photo upload. Amongst many celebrities like Fawad Khan, Mawra Hocane, Ayesha Omer, Sajal Aly, Wasim Akram, Imran Abbas, Mehreen Syed, Mehwish Hayat, Shahbaz Taseer, Mehreen Taseer, Osman Khalid Butt and many more came together to support this initiative. This campaign aims to garner more awareness and advocacy for the cause, and bring the matter into a bigger spotlight than before.
At many points in a country’s history, citizens and corporations need to take matters into their own hands, and Pepsi has given Pakistan the opportunity to do just that.