Category Name - Social Impact04 Feb 2020Back

Tata Power energizes India with Smart and Sustainable Solutions and launches 'I Have the Power' campaign

By Tata Power
Tata Power energizes India with Smart and Sustaina

  • Aims to create awareness on how customers now have a choice to go green
  • Highlights the range of its smart and sustainable solutions-solar rooftops, EV Charging & Solar Microgrids
  • Shardul Thakur the Youth Icon & Cricketer is the brand ambassador
  • Rooftop solar services for residential consumers now available in 66 cities & EV charging business has grown with 100 EV charging points across 8 cities.
  • Has a collaboration with the Rockefeller Foundation to set up 10,000 micro-grids in India by 2026



India, as a growing and developing nation, faces an enormous challenge of growing fast & responsibly like other emerging economies. This issue of our time needs to be addressed since climate change is a global phenomenon with local consequences. With this backdrop, Tata Power has launched a nation-wide campaign titled 'I Have the Power' to create awareness on the choices it provides to today's customers. The campaign promotes the core message of opting for environmentally friendly means of consuming energy and thereby highlights the range of smart and sustainable solutions and services like Solar Rooftop, EV Charging and Solar Micro-grids that Tata Power now offers to its customers.

Spread over three months, the campaign was rolled out on 26th January 2020 with an introductory video, the first from a series of videos encapsulating how even the youngest generation has the power to build India sustainably &make a difference by contributing to a cleaner tomorrow. Through this AV, Tata Power aims to inculcate the message of educating the young minds to adopt clean energy solutions like Solar Rooftop from early on to build a better India. The core message of the campaign will be conveyed through a series of videos on Tata Power's other sustainable services. It will cut across different generations and will focus on various aspects of embracing clean energy sources that are also economical in the long run.The three - phased campaign will also include digital, ATL & BTL mediums such as Radio Advertising and Out-of-Home (OOH) to communicate the value of its unique offerings to enlightened and evolved citizens.

This campaign has already gathering momentum and is supported by Mr. Shardul Thakur, member of Indian Cricket team who is wholeheartedly promoting the Company's foray into sustainable and green solutions. We believe his influence will help reach the youth of the nation and inspire them to make a difference by choosing sustainable energy solutions.

Additionally, the company has undertaken an innovative approach to promote the campaign through influencer marketing on new age media platforms such as TikTok, Snapchat, and Quora etc. Through this approach, Tata Power aims to connect with the millennials to convert them into conscious citizens. Through geo-targeting, the campaign will also make its way into 30 major Indian cities such as Vizag, Madurai, Coimbatore, Mangalore, Mysore, Belgaum, Chennai, Panjim, Cochin, Trivandrum, Hyderabad, Mumbai, Nashik, Kolhapur, Lucknow, Agra, Ahmednagar, Amritsar, Gurugram, Delhi, Udaipur, Jodhpur, Bhopal, Gandhinagar, Indore, Ranchi, Jaipur, Kolkata, Gwalior and Kharagpur.