Bangkok--19 Aug--Philips Electronics Mr. Prakorn Makjumroen, Chairman and CEO of Philips Electronics (Thailand) Ltd, launched the campaign troop to promote the “Energy Saving Rice, Energy Saving Lamps” campaign 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. Joining the campaign troop included 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 on August 19, 2008. 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. 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. 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. Therefore, this campaign helps Thai consumers to double save energy. On one hand Thai consumer can save energy directly from using energy saving light, on the other hand, from consuming brown 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 much as three milling processes for white rice. By switching from an incandescent lamp to Philips compact fluorescent lamps can instantly save 80 percent of energy.