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Inspired by its founder’s vision of providing clean, cheap and abundant power to the city of Mumbai, Tata Power India’s largest integrated private power utility has built a strong bond with Mumbaikars for nearly a century now.
The Company is currently running an advertising campaign to reinforce this bond and celebrate its journey and initiatives towards strengthening this relationship even further, in years to come. As a responsible corporate and a responsive brand, Tata Power provides reliable, clean and quality power along with superior customer care and plays a vital role in the life of Mumbaikars. Some of these initiatives are:
- An islanding system to ensure uninterrupted power supply to Mumbai even in the case of grid failure.
- Taking all possible measures to ensure that the power produced is clean and has least impact on the environment.
- Focus on renewable sources of energy generation-wind and solar.
- Setting up of the Tata Power Energy Club, which is a unique initiative aimed at school children to encourage energy saving conservation.
- Customer centricity and setting up unique customer care centres to provide one stop services to customers.
The need was to communicate the philosophy of Tata Power, which has enabled it to become the life line to the city of Mumbai. After the successful completion of Phase I which reinforced Tata Power’s commitment to keep Mumbai energized, the Phase II communication talks about the manifestation of the commitment in relatable terms to Mumbaikars and focuses on essential services like trains, hospitals and refineries.
Local trains are lifelines of Mumbai. Hospitals and Refineries are other essential services which require reliable and quality power. Tata Power powers all the three essential services besides others like the Airport, BARC and the Port and touches the lives of all Mumbaikars on a daily basis.
The communication takes cognizance of Tata Power’s serving Mumbai silently for almost a century. The 3 ads in Phase 2 flag off this role in powering Mumbai local trains, key hospitals and refineries. The creative route provides a platform for Mumbaikars to relate to the role played by Tata Power at an individual level.
The local train ad for instance is from the perspective of a daily commuter who depends on local trains and his memorable experiences thereon. The Hospitals ad is from the perspective of a first time father who is on tenterhooks awaiting the arrival of his child at a hospital while the protagonist in the Refineries ad is grateful to be able to make it in time for his child’s birthday thanks to Tata Power. This approach humanizes a category like Power and provides memorable and relatable situations for all Mumbaikars to identify with.
Phase II uses innovative media such as branded BEST buses and local trains that reinforces the commitment and reliability which is plying on important roads and routes thereby generating the desired mind space in the minds of consumers across the city.
The campaign has been done by Denstu with a believable, factual, and rational tone of voice
About Tata Power:
Tata Power is India's largest private sector power utility with an installed generation capacity of over 2900 MW and a presence in all the segments of the power sector viz Generation (thermal, hydro, solar and wind), Transmission, Distribution and Trading. The Company has successful public-private partnerships in Generation, Transmission and Distribution - "North Delhi Power Limited" with Delhi Vidyut Board for distribution in North Delhi, 'Powerlinks Transmission Ltd.' with Power Grid Corporation of India Ltd. for evacuation of Power from Tala hydro plant in Bhutan to Delhi and 'Maithon Power Ltd.' with Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand. It has acquired 30% stake in Coal Companies at Indonesia and is developing the first 4000 MW Ultra Mega Power Project at Mundra (Gujarat) based on super-critical technology. With its track record of technology leadership, customer care and redefining contours of the Indian power sector, Tata Power is poised for a five-fold growth and committed to 'lighting up lives' for generations to come.
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