Luminous Power Technologies, a leader in India’s energy solutions market, has launched a comprehensive 360-degree marketing campaign in partnership with IPL franchise Rajasthan Royals, positioning itself as “India’s Solar Expert”. The initiative is part of the brand’s larger strategy to promote solar energy adoption during the 2025 T20 Premier League season.
Marking 2025 as the ‘Year of the Royal Celebration’, Luminous is leveraging its title sponsorship of Rajasthan Royals to engage millions of cricket fans while encouraging sustainable energy practices. At the heart of this ambitious campaign is the newly introduced tech-driven T20 Command Centre – a real-time hub for match coverage, content creation, and social media integration designed to turn every IPL moment into compelling solar storytelling.
Backed by consumer research, the campaign addresses widespread confusion and mistrust stemming from unreliable solar vendors and perceived complexity in solar adoption. By showcasing its 37-year legacy and advanced technology, Luminous aims to simplify solar solutions for Indian households.
A key highlight is the series of branded films featuring Royals players Yashasvi Jaiswal, Riyan Parag, and Dhruv Jurel, who candidly promote solar energy in relatable, humorous exchanges. The players directly address common concerns about solar installation while reinforcing the brand’s credibility with the campaign's rallying cry: “Solar Lagao, Luminous Ko Bulao.”
Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies, stated, “Our strategic brand partnership is invaluable in amplifying our mission to establish Luminous as India's foremost and trusted solar expert. Through a comprehensive 360° marketing approach, encompassing impactful ATL, BTL, and digital campaigns, we aim to create stronger awareness on solar adoption and the range of solutions and services available under one brand. Beyond visibility, we will be actively educating consumers and empowering communities through skilling initiatives. By seamlessly integrating OTT, television, offline activations, social media, and partner engagement, we are fostering user engagement, strengthening brand advocacy and solidifying Luminous as the trusted leader in the solar energy category.”
The campaign includes extensive on-ground, digital, and social activations. In-stadium branding at RR home matches features LED perimeter boards, big-screen ads, and an exclusive Luminous cheering section. High-traffic urban spaces are adorned with OOH installations and hoardings, while retail and e-commerce touchpoints host product displays, kiosks, and Amazon homepage takeovers.
Social media campaigns are further enhanced by collaborations with influencers and branded content such as 'Royals Unplugged' and 'Inside the Royals Net', offering behind-the-scenes access and insights into the solarisation of players' homes.
Amit Nandwani, National Creative Director at Cheil X, remarked, “In a market cluttered with fly-by-night operators, Luminous stands out as an established and credible player in the field of Solar power solutions. We wanted to drive home this point in an entertaining and non-preachy manner. And who better to do it than the swashbuckling trio of Yashasvi, Riyan and Dhruv Jurel. The ads feature them in a humorous exchange, using light-hearted banter to talk about the attributes that make Luminous India’s only home solar expert.”
The campaign is further supported by purpose-led initiatives such as #PinkPromise, aligning the thrill of cricket with social upliftment for underserved communities.
As the T20 season progresses, Luminous continues to blend entertainment and impact, redefining solar advocacy through sport, storytelling, and technology.
