Tata Power Launches ‘I Have the Power’ Campaign


Mumbai, February 3, 2020: India, as a growing and developing nation, faces an enormous challenge of growing fast and 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 January 26, 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 and 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 and 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 gathered momentum and is supported by Shardul Thakur, a member of the 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.

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 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 and its EV charging business has grown with 100 EV charging points across eight cities. We aim to continue this trend and create smart consumers for tomorrow by providing a range of next-gen power solutions.

YouTube AV Link: https://www.youtube.com/watch?v=a-11XMiGuHs