Ad Campaigns
Tata Power campaign urges millennials and gen Z to think about sustainable & green solutions
MUMBAI: Tata Power recently launched a nation-wide campaign ‘I have the Power’ to create awareness among the youth about green solutions. Through this campaign, Tata Power aims to promote the core message of opting for environment-friendly means of consuming energy by highlighting a different range of smart and sustainable solutions and services like Solar Rooftop, EV Charging and Solar Micro-grids.
“We started ideating the thought of the campaign in November. A lot of iterations were done during execution owing to the shift from B2B to B2C market. We wanted to explore all the new-age platforms that resonate with millennials and gen Z keeping into account the perception about Tata Power and the value that it holds in people’s minds. It was a process of three months but the execution never really stopped since we were open to modification at every stage basis in-depth analysis of what is working well for us and what is not,” says Tata Power chief corporate communications and sustainability Shalini Singh.
Tata Power, in a fresh move, also partnered with TikTok. This platform helped the campaign to garner traction and ensured virality of content.
Singh echoes, “As we moved along the way, we undertook an innovative approach to promote the campaign through influencer marketing on new age media platforms such as Snapchat and Quora. The three-phased campaign also includes 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.”
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.
Tata Power roped in Shardul Thakur, a member of the Indian cricket team for the endorsement. According to the company, Thakur will help create awareness about sustainable and green solutions that will inspire millennials and Gen Z to make a difference by contributing to a cleaner tomorrow.
The campaign is conceptualised by Singh and will be promoted through various social media platforms like Snapchat, TikTok, Quora, Instagram, Twitter, LinkedIn, Facebook, radio – Red FM and Radio City, BEST and AC Bus advertising in Mumbai and Delhi and YouTube ads.
Tata Power also stated that it has collaborated with the Rockefeller Foundation to set up 10,000 micro-grids in India. According to the firm, rural businesses and households continue to rely on alternative sources to power daily needs—with more than 40 per cent of rural enterprises in states like Bihar and Uttar Pradesh relying on non-grid sources of power such as diesel. In collaboration with TP Renewable Microgrid Ltd, the firm aims to provide a competitive and cleaner source of power, expanding access and lowering effective electricity costs and carbon emissions by 1 million tons per year as well as reducing the amount of diesel burned by 57 million litres yearly.
TP Renewable Microgrid Ltd will be operated and managed by Tata Power with approximately 11,000 MW of installed generation capacity and over 2.6 million customers under management across Delhi, Ajmer and Mumbai. Tata Power brings significant experience in distributed energy, having established a joint venture with Delhi government to serve a large portion of the local population, including sizeable slum communities.
Speaking on future campaigns for bringing sustainable solutions Singh says, “We have been leading the change through various campaigns under our energy and resource conservation initiative ‘Club Enerji’ when it comes to promoting responsible advocacy amongst future generation through sustainable solutions. We have done various campaigns like “Switch off 2 Switch On” that focuses on the need to conserve electricity by switching off appliances when not in use. The second leg of this campaign was, “I CAN” wherein we roped in kids to imbibe the idea of how everyone has the power to make a difference.”
Tata Power becomes the first Indian utility company to undertake a new-age campaign of this nature. The idea is to start the process of change in the behaviour and attitude of youngsters towards critical societal issues.
Singh concludes, “The campaign is designed to educate our stakeholders about the various new offerings of Tata Power along with the benefits attached to it on a personal & global level.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
