Q] What inspired TATA Power to launch specific initiatives that focus on sustainability?
As part of the TATA community, we are committed to sustainability and transitioning to renewable energy. Our initiative focuses on integrating sustainability into our operations and influencing consumer habits. To facilitate this change, we aim to engage governments, policymakers, businesses, and individuals in meaningful discussions. TATA Power offers solutions such as solar panels, electric vehicles with an extensive charging network, and home and office automation products to optimise energy use. We highlight the benefits of these changes for individuals, families, and the planet, making it easier to adopt sustainable practices.
Q] Given that power has traditionally been linked to pollution, how has consumer reception been toward your campaigns?
It’s vital for consumers to see that we’re not just discussing sustainability but actively implementing it. We are committed to making our operations more sustainable, expanding our renewable energy portfolio, and supporting businesses that align with this mission. By leading by example and encouraging consumer participation, we enhance the credibility of our message. This approach has fostered positive responses and meaningful conversations, showcasing our genuine dedication to creating a movement where consumers can engage through simple actions.
Q] What is a preferred medium for advertising? Is it just digital or are you going towards traditional mediums also?
We use various media channels to reach consumers where they are—whether it’s television, digital platforms, or experiential settings. For instance, at the Mumbai festival in January, TATA Power engaged with attendees to promote the message of small actions for loving the planet, amplifying our December ad campaign, ‘Duniya Apne Hawale.’ By targeting the right platforms, we effectively spread our message to a wide audience.
Q] In your opinion, do you think traditional advertising will become obsolete and digital is the way forward?
We often get asked about the relevance of different media. I believe the message and its consumption matter most. While some predicted the end of TV, it remains prevalent, now accessed via devices like Tata Play Binge boxes or OTT subscriptions. The content is crucial; only the method changes. As a marketer, I focus on creating compelling content that resonates with consumers. Whether you arrive at my office by cab, train, or another way, what matters is reaching your destination—similarly, the delivery method is secondary to the message’s impact.
Q] What is your unique selling proposition that distinguishes you from your competitors?
Our organisation is committed to aligning our actions with our values. By promoting that “sustainable is attainable,” we incorporate this belief into our operations. Our “Embrace Love Switch” philosophy shines through in our tree planting initiatives and community work. About 20–25% of our employees are part of our Climate Crew program, acting as sustainability champions in the workplace and their communities. We train them to lead sustainable lives and spread our message, ensuring we practice what we preach and engage all stakeholders effectively.
Q] Given that the power sector may lack the appeal of fashion or electronics, what initiatives are you using to engage your customers?
We often joke that our brand is only noticed during power outages, which motivates us to innovate in our advertising. We engage in experiential activities, direct interactions, and digital activations, alongside school programmes to raise awareness. By connecting with Gen Z—who value purpose and participation—we involve them in the conversation, strengthening their relationship with our brand and encouraging them to become active ambassadors.
Q] Could you provide an idea of your target audience in India?
Everyone consumes electricity, so our audience is broad. We target different segments: retail consumers for home services like Tata Power Solar Rooftop Solutions and commercial consumers for industrial needs. Our extensive footprint includes distribution licenses in seven regions, a solar rooftop network in 300 districts, EV charging points in over 400 cities, smart energy meters beyond our distribution areas, and renewable sites across multiple states. Essentially, everyone interacts with our services in some way.
Q] Power is primarily a B2B sector, but you mentioned having retail consumers. Do you see the B2C segment growing in the power industry?
Absolutely. Our CEO, Praveer Sinha, recently noted that we expect B2C revenues and our overall business operations to account for nearly half of our total scale in the coming years. With initiatives like the PM Surya Ghar Yojana aiming to reach one crore households, we’re targeting a significant market share. The rise in electric vehicle adoption is also increasing demand for our EV charging points, as users will rely on our extensive network of convenient charging stations. Additionally, if the sector privatises in various states, our footprint will expand further, growing our retail customer base as more households receive electricity from us.
Q] What exciting campaigns are on the horizon for Tata Power?
We have exciting plans ahead, building on our ‘Duniya Apne Hawale’ campaign. We aim to expand our reach with initiatives like the ‘Generation Green Anthem’ for schoolchildren and the ‘Sounds of Nature’ series to promote sustainability. These efforts make the message of preserving our planet relatable and engaging. We’re targeting diverse audiences, from children to Gen Z, to encourage collective responsibility. Our focus is on overcoming consumer resistance and fostering sustainable practices. Ultimately, effective messaging—across digital, TV, and other channels—ensures our message inspires action.
