Union Minister Piyush Goyal on Saturday marked 10 years since the launch of the UJALA scheme, recalling how a government initiative to promote energy-efficient lighting grew into one of India’s biggest energy-saving movements.

In a post on X, Goyal wrote, “Over a decade ago, on 5 Jan 2015, PM Narendra Modi ji entrusted me with rollout of the ambitious UJALA scheme to revolutionise India's energy consumption by promoting efficient lighting solutions.”

The UJALA (Unnat Jyoti by Affordable LEDs for All) programme, launched by the Ministry of Power and implemented by Energy Efficiency Services Ltd (EESL), was aimed at replacing traditional bulbs with affordable LED alternatives. What began as a policy push soon became a public campaign, driven by creative storytelling.

Goyal credited advertising veteran Piyush Pandey for playing a crucial role in shaping that narrative. “We focussed on reaching every household not just through policy, but through powerful messaging that touched hearts, and that's where Shri Piyush Pandey stepped in,” he said.

Calling Pandey “an ardent admirer of PM Modi ji's vision,” Goyal noted that the adman “crafted a beautiful and compelling video and dedicated it to the people of India. The message resonated with the people and his creative brilliance played a pivotal role in raising awareness about energy conservation.”

According to Goyal, the UJALA programme has so far driven the sale of 474 crore LED bulbs across the country. The large-scale adoption of LEDs, he said, has not only helped households cut electricity bills but also led to a substantial reduction in carbon emissions.