The Madhya Pradesh Government has rolled out ‘Mera Solar, Bada Honhaar’, a rooftop solar awareness campaign featuring actor, lyricist and storyteller Piyush Mishra. The initiative, conceptualised and written by Bare Bones Collective with the Council on Energy, Environment and Water (CEEW) as knowledge partner, is now live across Madhya Pradesh Urja Vikas Nigam Limited’s (MPUVNL) platforms.
The campaign is part of the state’s efforts to encourage rooftop solar adoption among households and promote awareness about the benefits of solar energy.
Built around everyday conversations and local pride, the campaign positions rooftop solar as a practical and rewarding choice for households. The film adopts a conversational tone, presenting solar adoption as a source of everyday value rather than a civic obligation.
Commenting on the campaign, Girish Narayandass, Co-Founder and Chief Creative Officer of Bare Bones Collective said, “Rooftop solar is one of the most important energy transition efforts happening in Indian homes right now, but the communication around it has rarely done justice to that. We wanted the film to feel like something people would actually want to watch, and Piyush sir bringing his voice and his roots to this made everything fall into place.”
Mishra, who was born and raised in Gwalior, brings a strong connection to the state, lending authenticity to the campaign's messaging.
Speaking about the initiative, Actor Piyush Mishra said, “I grew up in Gwalior, Madhya Pradesh, where people thought about electricity in very practical terms… how much it costs, what can be saved, and so on. Today, rooftop solar has changed the dynamics positively. The film attempts to explain this shift not in a preachy way, but through a clever and entertaining story. What stands out to me is the inherent honesty in the idea itself… no noise, no excess, just steady savings over time. I appreciate all the efforts taken by the Government and individuals in implementing the same.”
The campaign also incorporates testimonials from homeowners across Madhya Pradesh who have installed rooftop solar systems, highlighting their experiences and the benefits they have seen firsthand.
To support the initiative, a targeted digital media campaign is being rolled out across five cities in Madhya Pradesh, complemented by digital banners and radio spots. The effort is aimed at increasing awareness and encouraging households to explore the government’s rooftop solar subsidy programme.
Reethira Kumar, Senior Programme Communications Specialist, CEEW said, “We needed to personify rooftop solar (RTS) so people would consider it a valuable part of their household. While there has been a push from the government for people to avail the subsidy under PM Surya Ghar: Muft Bijli Yojana, we needed to inspire consumer interest and intent. Mera Solar Bada Honhaar campaign was developed to support Madhya Pradesh Urja Vikas Nigam Limited (MPUVNL) to highlight the many benefits RTS offers and the value it brings to people.”
