Over the past 8 months, Ghana has joined the list of many countries in Africa that are suffering from severe power shortage. The situation in Ghana has gone from bad to worse affecting many SME's and homes throughout the country causing the businesses to shut down, decrease in productivity, increase in crime and the general mood amongst Ghanaians to be pessimistic about the future of their nation.
As a result of these hard times, Wilmar Africa producers of Frytol vegetable oil in Ghana, Nigeria, Ivory Coast, Uganda, Tanzania, Zambia and Ethiopia are embarking on an innovative consumer activation titled 'Frytol - Light in the dark' which has been designed to uplift the spirits of Ghanaians and focus on the positive side of dumsor (lights off).
'Frytol is a brand that is intertwined with our heritage. It reminds us of where we came from and the values that were and continue to be instilled in us to take us forward to the future. Throughout Africa we often hear negative news that dampen the spirits of its residents. In Ghana, the rapid depreciation of the cedi, rising fuel prices, increasing cost of living and now topped with the lights off has made the common man feel hopeless" stated Fatima Alimohamed the General Manager Commercial
"Frytol believes that there is positivity in everything that happens and since it is a brand tied to every home and emotion, it must share in every joy and sadness of its consumers. "We should look at the positive side of lights off. Here is an opportunity to spend quality time with our family not interrupted with the TV or Radio or a fully charged phone. We are encouraging people to make use of this time to reconnect with friends, family and with ourselves." says Fatima.
'Frytol - light in the dark' is set to reach and thousands of Ghanaians over the coming months with cultural activities embarked on by traditional folk. 'To appreciate light, it is a must for darkness to exist'
Distributed by African Media Agency (AMA) on behalf of Wilmar Africa.
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