Published
August 12, 2026
Huawei Solar Karunalokaya
(the light of kindness)
Huawei Solar Karunalokaya, meaning “The Light of Kindness,” was created to introduce Huawei Solar to the Sri Lankan market through a meaningful brand awareness campaign. While Huawei is widely recognized as a global technology leader, its solar division remained largely unknown in Sri Lanka. As solar energy became more relevant in the country, the market also became increasingly competitive, with consumers often influenced by cheaper alternatives. Huawei Solar, positioned as a premium solar solution, needed to build awareness, trust, and emotional relevance beyond product features.
Challenge
The key marketing challenge was to introduce a little-known brand and drive strong top-of-mind awareness among Sri Lankan consumers. The brand challenge was to create trust and emotional connection for Huawei Solar in a category usually driven by technical specifications and price comparisons. Strategically, the campaign also had to create mass awareness without depending heavily on traditional media spend or promotional noise.
Insights
The campaign was built on a powerful Sri Lankan cultural belief: that writing down wishes and placing them at sacred places can help those wishes come true. Sri Pada, one of the country’s most sacred pilgrimage destinations, became the emotional foundation of the campaign. Every year, thousands climb the mountain carrying their own prayers and the wishes of others. However, many people are unable to make this journey due to age, illness, or hardship. This created a strong connection between Huawei Solar’s purpose of carrying light to homes and the idea of carrying hope to a sacred place.
Concept
Karunalokaya invited Sri Lankans to submit the wishes they would have carried to Sri Pada if they had the opportunity. These wishes were printed on biodegradable cloth and turned into long strings of prayer flags. A dedicated team then carried them to the summit, allowing Huawei Solar to become part of a shared spiritual and cultural moment rooted in compassion, hope, and sustainability.
Execution
The campaign was launched through a dedicated microsite and social media channels. Wishes were collected digitally, printed on eco-friendly prayer flags, and taken to Sri Pada. The journey was shared through emotional social media storytelling, influencer involvement, religious community voices, and culturally authentic content.
Impact
Huawei Solar Karunalokaya created impact by transforming brand awareness into a compassionate spiritual act. By carrying the wishes of those unable to climb Sri Pada, the campaign helped Huawei Solar become remembered not just as a solar brand, but as a symbol of kindness, hope, and trust.
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