New Delhi | October 25,2025 | SKY LINK TIMES
Commerce and Industry Minister Piyush Goyal on Saturday lauded advertising legend Piyush Pandey for his “pivotal role” in raising awareness about the UJALA scheme, calling him one of the key creative forces behind the programme’s mass success.
Speaking on the tenth anniversary of the Unnat Jyoti by Affordable LEDs for All (UJALA) initiative, Goyal recalled how Prime Minister Narendra Modi had entrusted him in 2015 with implementing a plan to transform India’s energy consumption through affordable, efficient lighting solution.
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“Pandey’s Creative Brilliance Touched Every Household”
Goyal, in a post shared on X (formerly Twitter), reflected on the early challenges of communicating the benefits of energy-efficient lighting to millions of households.
“We focussed on reaching every household not just through policy, but through powerful messaging that touched hearts, and that’s where Piyush Pandey stepped in,” Goyal wrote.
Calling Pandey an ardent admirer of PM Modi’s vision, Goyal said the celebrated adman crafted an impactful and emotional video that resonated deeply with citizens. “His creative brilliance played a pivotal role in raising awareness about energy conservation,” Goyal added.
Pandey, a Padma Shri recipient and one of India’s most influential figures in advertising, has long been credited with shaping public perception through innovative storytelling and brand campaigns that blend social purpose with mass appeal.
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A Decade of UJALA: From Pilot to Global Benchmark
Launched on January 5, 2015, as the Domestic Efficient Lighting Programme (DELP) and later rebranded as UJALA, the scheme aimed to replace inefficient incandescent bulbs with affordable LED bulbs, tube lights, and fans.
Over the past decade, it has evolved into the world’s largest zero-subsidy domestic lighting programme. As of January 6, 2025, over 36.87 crore LED bulbs have been distributed under the initiative — making it one of India’s most widely adopted government programmes.
The scheme was jointly implemented by Energy Efficiency Services Limited (EESL) and state DISCOMs under the Ministry of Power, addressing issues of high electricity costs and carbon emissions.
Massive Impact on Energy and Environment
According to official data, the UJALA scheme has led to massive energy savings, lowered household electricity bills, and significantly reduced carbon emissions, supporting India’s transition toward sustainable development and energy efficiency.
Goyal said the programme’s success underscores the power of creative communication and policy collaboration. “It has not only lit up homes but also illuminated a path toward environmental consciousness,” he remarked.
With UJALA completing ten transformative years, India’s LED revolution stands as a global model of how public-private partnerships and creative outreach can drive behavioural change at scale.
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