Mumbai,
February 18th 2026 : Breaking away from the
category’s conventional focus on savings, subsidies and system specs, Tata
Power, in partnership with Rediffusion, has launched an emotion-driven brand
campaign for Tata Power Solaroof titled “Yeh On Toh Quality Lifelong.”
The campaign positions rooftop solar not just as a utility purchase but as a
long-term commitment grounded in trust, permanence and the assurance of the
Tata name.
The
campaign film was conceptualised by Rediffusion, who crafted both the strategic
foundation and the creative expression. Led by Pramod Sharma, National Creative
Director, Rediffusion, the team brought to life a narrative that elevates
rooftop solar into a meaningful, emotionally charged decision for Indian
homeowners.
Film
Link- https://youtu.be/5XAdwIRe8qU
At
the heart of the narrative lies a deeply Indian truth: our homes—and the
decisions that shape them—are made for life. If relationships, responsibilities
and trust endure across generations, then the energy system powering the home
should too.
With
this perspective, the campaign reframes rooftop solar from an engineering
choice to an emotional one, inviting families to see it as a lifelong asset
that safeguards both their home and their future. Underpinned by strong proof
points—25-year module warranty, 3.5 lakh+ installations, 4.4 GW+ rooftop
capacity, and up to 80% savings on electricity bills—the campaign strikes a
balance between emotional resonance and credibility.
The
message becomes especially relevant as India fast-tracks decentralized
renewable adoption, supported by the Government of India’s PM Surya Ghar: Muft
Bijli Yojana, which aims to solarize one crore households. Tata Power’s
campaign reinforces the brand’s role as a trusted partner in this national
movement toward clean energy.
In
a crowded renewable energy marketplace, “Yeh On Toh Quality Lifelong”
distinguishes Tata Power Solaroof as more than a power solution—it becomes a
promise of longevity, rooted in quality and backed by the legacy of Tata.
