Tata Power, a leading 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.
Ravinder Singh, Chief, Solar Rooftop Business, Tata Power, said, “As the leading power utility of the country, it is our constant endeavour 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, 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, which 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 seven Union Territories and their products are available in 94 cities across India.
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 complemented with a quick sanction and disbursement process (within seven days with disbursement in four 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 in the 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 customised 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.
Client: Tata Power
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