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03 Feb 2020 -Mumbai Tata Power energizes India with Smart & Sustainable Solutions & launches ‘I Have the Power’ campaign
  • 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.

Mr Praveer Sinha, CEO & MD, Tata Power said, “New age consumers are very conscious about their consumption patterns and its impact on the environment. Through this campaign, we aim to create a nationwide awareness about Tata Power’s sustainable offerings that will meet their expectations both from an environmental and commercial standpoint. We look forward to creating a movement – however small it may be – by spreading this message to sensitise not just our offline customers but also to reach out to a wider online audience.”

Tata Power has a  collaboration with the Rockefeller Foundation to set up 10,000 micro-grids in India by 2026,  a testament to its commitment to provide affordable, reliable electricity for millions of rural homes and enterprises. Its new consumer-centric businesses including Rooftop solar projects for residential consumers have reached 66 cities & its EV charging business has grown with 100 EV charging points across 8 cities. We aim to continue this trend and create smart consumers for tomorrow by providing a range of next-gen power solutions.

About Tata Power:

Tata Power is India’s largest integrated power company and, together with its subsidiaries & jointly controlled entities, has an installed capacity of 10,763 MW. A pioneer in the field, it has a presence across the entire power value chain: Generation of renewable as well as conventional power including hydro and thermal energy; transmission & distribution, trading and coal & freight logistics. With renewable energy assets in solar and wind accounting for 30% of the company's portfolio, Tata Power is a leader in clean energy generation. In line with the company's view on sustainable and clean energy development, Tata Power is steering the transformation of utilities to integrated solutions by looking at new business growth in EV charging & storage, distributed generation & rooftops, microgrids and home automation & smart meters. It has successful public-private partnerships in generation, transmission & distribution in India namely ‘Tata Power Delhi Distribution Ltd.’ with Delhi Vidyut Board for distribution in North Delhi; 'Tata Power Ajmer Distribution Ltd.' with Ajmer Vidyut Vitran Nigam Ltd. for distribution in Ajmer; 'Powerlinks Transmission Ltd.' with Power Grid Corporation of India Ltd. for evacuation of Power from Tala hydro plant in Bhutan to Delhi; 'Maithon Power Ltd.' with Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand. Tata Power is serving more than 2.6 million distribution consumers in India and has developed the country’s first 4000 MW Ultra Mega Power Project at Mundra (Gujarat) based on super-critical technology.

With growing international focus, Tata Power's global presence includes strategic investments in Indonesia through a 30% stake in the coal company PT Kaltim Prima Coal (KPC); 26% stake in mines at PT Baramulti Suksessarana Tbk (BSSR); in Singapore through Trust Energy Resources; in South Africa through a joint venture called ‘Cennergi’ to develop projects in sub-Sahara Africa; in Zambia through a 50:50 joint venture with ZESCO for 120 MW Hydro project; in Georgia through AGL which is a joint venture with Clean Energy, Norway & IFC for development of 187 MW hydro project; in Bhutan through a hydro project in partnership with The Royal Government of Bhutan.

With its 103 years track record of technology leadership, project execution excellence, world-class safety processes, customer care and driving green initiatives, Tata Power is poised for multi-fold growth and committed to 'lighting up lives' for generations to come. Visit us at: www.tatapower.com