Bangkok--19 Aug--Philips Electronics Philips Electronics (Thailand) Ltd’s Lighting Sector is pressing ahead its energy efficient management concept for Thai consumers to save more energy and fight for global warming by launching new campaign “Energy Saving Rice, Energy Saving Lamps”. The campaign aims to encourage Thais to become more health consciousness by eating brown rice because it has more nutritious as well as to help save the world by using energy saving lamps. This emphasizes Philips commitment on offering care solutions for Thais to have good health and quality of life as well as provide a better environment. Philips expects about 10 million energy saving lamps with 500 tons of jasmine brown rice to be sold in this campaign, leading Thailand to save electricity cost by 2.5 billion Baht per year. Attending the press conference are Mr. Kavi Ansvananda, H.M.Private Property Manager/Director of H.M Private Development Project and Mr. Prakorn Makjumroen, Chairman and CEO of Philips Electronics (Thailand) Ltd. The press conference is held to launch the campaign “Energy Saving Rice, Energy Saving Lamps” and set a demonstration rice filed that will present the rice planting by leading actor and actress; Wier (Mr. Sukollawat Kanaros) and “Cheer” Ms. Tikumporn Rithaapinan, and two buffalos from the Buffalo Village, Supanburi province, at the activity zone connecting between Siam Discovery and Siam Center. Mr. Prakorn Makjumroen, Chairman and CEO of Philips Electronics (Thailand) Ltd., said that Philips is the number one in energy efficient lighting solution provider to Thai consumers and one of the companies operating in Thailand for more than 50 years. Philips has contributed to the development of Thai businesses and social projects leading Philips to be awarded the Royal Garuda by His Majesty the King, placing the company under Royal Patronage, a recognition that the company has successfully met certain pre-qualifications in rendering service to the Royal Household and to national development. Therefore, Philips has continuously supported the development of the nation. This year, Philips inspired by His Majesty the King’s recommendation on the benefit of brown rice in terms of high nutritious and the shorter time of rice production process, leading to save energy. This is in line with Philips policy on offering energy efficient lighting solution. Philips has incorporated these advantages to create the new campaign called “Energy Saving Rice, Energy Saving Lamps”. Philips brought a bulk of good quality of jasmine brown rice from Mongkholchaipattana Co Ltd., one of H.M Private Development Projects. Under this campaign, around 500 tons of jasmine brown rice is expected to be distributed for consumers who purchase about 10 million Philips energy saving lamps between August 12 to December 5, 2008. This campaign can help save the electricity cost by 2.5 billion Baht per year. “Another Philips ultimate pride is that Philips will donate 81 jasmine brown rice sacks (8,100 kilograms) and 8,100 energy saving lamps to Quality of Life Development in Remote Areas Fund for children and youth (กองทุนพัฒนาเด็กและเยาวชนในถิ่นทุรกันดาร (กพด) initiated by HRH Royal Princess Maha Chakri Sirindhorn as a tribute to His Majesty the King and to commemorate His Majesty the King’s 81st Birthday Anniversary on December 5, 2008,” Mr. Prakorn added. Under “Energy Saving Rice, Energy Saving Lamps” campaign, consumers will be given a100-gram jasmine brown rice pack when purchase a set of 2 Philips energy saving lamps of every color and every wattage including Essential, Genie and Tornado, and a set of 3 Philips fluorescent lamp models of Philips Super Lifemax fluorescent Super 80 for every color and Philips florescent lamp TLD54 of 18 and 36 watt. This is a nationwide campaign in which the products are available at retail stores and department stores from August 12 to December 5, 2008. Mr. Prakorn said that Philips selected jasmine brown rice because it is not only better for health, but it is also better for the environment when compared to white rice. Since the polishing or whitening process is omitted, about 62 per cent of the total energy requirement for processing brown rice is saved while it takes as many as three milling processes for white rice. Therefore, this campaign helps Thai consumers to double save energy. On one hand Thai consumer can save energy directly from using energy saving lamps, on the other hand, from consuming brown rice. By switching from an incandescent lamp to a Philips compact fluorescent lamp can instantly save 80 percent of energy consumption and reduce the average electricity bills by up to 80 baht per month. It also helps reduce the CO2 emission by 328 Kilograms per year. The new Philips Tornado energy saving lamp does not only use 80 per cent less energy but also generate brighter light than normal compact fluorescent bulbs by 20 per cent. In addition, when replaces the normal fluorescent lamp with Philips Super Lifemax fluorescent Super 80, it gives 25 to 30 per cent brighter per lamp and environmental friendly because they contain only 3 milligrams of mercury compared to other fluorescent lamps which contain around 10 to 30 milligrams of mercury. Philips has set a marketing budget of 50 million Baht for this campaign. The company has planned for a comprehensive advertising and public relations activity which will conduct through television, newspapers, and radio. For the in-store promotion, Philips displays banner, poster and brochure at Philips dealer stores and leading department stores nationwide from August to December. The campaign is expected to be well-accepted by Thai consumers and encourages them to eat more brown rice. Philips expects the campaign will push sales of energy saving lighting products by 50 per cent, compared with the same period of last year. Mr. Prakorn said that “the “Energy Saving Rice, Energy Saving Lamps” campaign is Philips main campaign for the second half of 2008 to encourage Thai consumers to switch to use energy saving lamps, which do not only help save energy and reduce costs, it will help save the world’s environment. The campaign also encourages Thais to consume more brown rice, which is good for health and for saving energy.” For more information: Public Relations Department: 02-614-3333 ext 3486 and 3627 Ms. Naranart Phuangkanok Sr. Public Relations Officer Philips Electronics (Thailand) Ltd., 1768 26-28th Floor Thai Summit Tower New Phetburi Road, Kwang Bangkapi, Khet Huaykwang Bangkok 10310 Thailand Tel: (00662) 6143333 ext 3486 Fax (00662) 6143488