Tata Power goes green in 'I Have the Power' campaign

Integrated power company Tata Power has launched a nation-wide campaign titled ‘I Have the Power’, to create awareness on the choices it provides to its customers.

The campaign promotes the core message of opting for environment-friendly means of consuming energy and highlights the range of smart and sustainable solutions and services such as solar rooftop, EV charging and solar micro-grids that Tata Power offers to its customers.

Spread over three months, the campaign was rolled out in January with an introductory video, the first from a series of videos encapsulating how even the youngest generation has the power to build India sustainably and make a difference by contributing to a cleaner tomorrow. Through this AV, Tata Power aims to educate 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 and BTL mediums such as radio advertising and out-of-home (OOH) to communicate the value of its unique offerings to citizens.

This campaign is supported by Shardul Thakur, member of the Indian Cricket team, who is promoting the company’s foray into sustainable and green 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 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.

Praveer Sinha, CEO and 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 collaborated 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 in eight cities.

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