Media Releases

22 Feb 2021 -National Tata Power launches the 'SOLAROOF' Campaign - "Kamai Badhaye Dildaar Banaye"

~ Informs customers about dual benefits of solar rooftop solutions viz. generating clean energy and enjoying financial savings ~

Adding further impetus to India's solar revolution and preparing for a #futureready India, Tata Power, India's largest integrated power utility, has launched its first ever pan-India Digital and Print ad campaign titled 'SOLAROOF' - "Kamai Badhaye Dildaar Banaye". The company, in collaboration with Wunderman Thompson India, has conceptualised - 'DILDAAR', a video asset, which promotes the concept of adoption of solar power at homes, offices, institutions and industries as a sustainable and economical solution to their energy needs.

The campaign effectively portrays Tata Power as a leading provider of solar rooftop solutions in India. It lays emphasis on the environmental needs and commercial benefits to inspire consumers to adopt environment-friendly energy solutions. In line with the government's aim to encourage the adoption of green energy solutions in India, Tata Power has created customisable solutions to cater to a diverse customer base ranging from Residential, MSMEs, SMEs, Commercial and Industrial.

Commenting on this campaign, Ravinder Singh, Chief - Solar Rooftop Business, Tata Power said, "As the leading power utility of the country, it is our constant endeavor to contribute to protecting the environment through cleaner and greener ways of consuming energy. With 'SOLAROOF', we wish to create awareness around our smart and sustainable Solar Rooftop solutions and help customers across the country to migrate to cost effective and environment friendly energy solutions."

Tista Sen, Regional Creative Director, Wunderman Thompson further added "The future begs the question what kind of planet are we leaving behind for our children. In this context solar energy and sustainability are what the campaign embraces. Tata Power advocates life that harnesses the energy of the planet in an economical and easy to adopt way that is also financially viable. A combination of advocacy and a lifelong commitment that will make the brand resonate across homes in India." 

The 'SOLAROOF' campaign will drive this messaging across multiple media in 31 Indian cities. Tata Power's Rooftop solar solutions are available in 26 states and 7 Union Territories and their products are available in 94 cities across India so far.

Easy and affordable financing has been one of the barriers for penetration of solar in the MSME sector in the country. In order to address this challenge, Tata Power and SIDBI have joined hands to design a unique Solar financing solution for the MSME customers helping them switch to rooftop solar without any collateral at an interest rate less than 10%. This will also be complimented with a quick sanction and disbursement process (within 7 days with disbursement in 4 days). This financing scheme is exclusively for MSME customers of the company for both off-grid and on-grid connections.

Tata Power Solar has been a pioneer in India's rooftop domain for more than 30 years and has been at the forefront of producing green energy across the country (having commissioned their first solar installation in 1991 and an installed base of more than 464 MW of rooftop systems today). The company comes with a successful background of designing and executing fully integrated and customized solar power plant projects. With a portfolio of more than 5.4 GW utility scale solar projects in India, Tata Power Solar possesses extensive experience and expertise in setting up utility-scale land based solar power plants for government bodies, power utilities, large corporates and industrial establishments.

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  • Client - Tata Power
  • Brand - Solaroof
  • Client Team - Ravinder Singh, Nalin Gupta, Vaishnavi Prabhakaran, Ria Arora, Rasika Rane
  • Creative Agency - Wunderman Thompson
  • Regional Creative Director - Tista Sen
  • Sr. VP & Managing Partner - Kishore Tadapalli
  • Sr. VP & Exec. Business Director - Samarth Shrivastava
  • VP & Exec. Creative Director - Steven Mathias & Priya Pardiwalla
  • Creative Team - Rahul Chandwani, Vinayak Gaikwad, Shruti Remalli, Andre Fernandes, Amit Arekar
  • Account Management Team - Soumya Chattopadhyay, Imran Chaudhury, Balaji Achhra
  • Account Planner - Khyati Sarang
  • Agency Producer - Asmit Chachad
  • Media Agency - M/Six
  • Media Team - Rajit Desai, Sahil Sachdeva, Sarvesh Pawshe, Saipriya Iyer

About Tata Power:

Tata Power is India's largest integrated power company and, together with its subsidiaries & jointly controlled entities, has an installed/ managed capacity of 12,772 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 nearly 2.6GW of 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, micro grids and home automation & smart meters. It boasts of an elaborate EV charging ecosystem with over 300 charging points across 40 different cities under the EZ Charge brand and recently reached commissioned the 100th Solar Microgrid project. 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. It recently entered into a public-private partnership for Central, Western and Southern part of Odisha namely, "Tata Power Central Odisha Distribution Company Limited (TPCODL), TP Western Odisha Distribution Limited (TPWODL) and TP Southern Odisha Distribution Limited (TPSODL)" respectively. Tata Power is serving more than 9.5 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 its 105 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:

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