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11 Feb 2020 -National Tata Power leverages the power of TikTok to announce #IHAVETHEPOWERCHALLENGE

~ Diversifies the on-going ‘I have the Power’ campaign to promote positive action and contribute a cleaner tomorrow ~

India’s social media landscape is becoming increasingly visual. A first for any power utility in India, Tata Power extends its powerful #IHaveThePowerChallenge to the renowned short video content app – TikTok with the intention of appealing to ‘Gen Z’ to engage with their recently launched nation-wide campaign ‘I have the Power’.

The objective behind this partnership is to inspire Millennials and Gen Z generations to build a sustainable India & make a difference by contributing to a cleaner tomorrow.

Funny videos and challenges will spark engagement around the message of energy conservation and green living.  As part of the #IHAVETHEPOWERCHALLENGE, followers can post a quirky video on the campaign’s musical theme promoting the idea of saving Planet Earth. Winners of this contest stand a chance to win exciting prizes.

Ms Shalini Singh, Chief-Corporate Communications & Sustainability, Tata Power, said, “We consider the younger generation amongst our existing customers and future patrons as a vital part of our on-going conversations. TikTok has been successful in changing the behaviour and attitude of youngsters towards certain issues. We think the general user profile of TikTok makes it a perfect platform to reach out to our core audience group.

Tata Power is using new age media to promote the campaign on various platforms such as Snapchat, Quora etc. Through this approach, Tata Power aims to connect with the millennials to convert them into socially and environmentally conscious citizens.

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

About TikTok:

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.