Constant communication is a must for the survival of any brand. Hence, this is also a reason why companies invest millions of dollars in creating the right brand tonality backed by a marketing strategy which helps to remain in the minds of consumers. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Jyoti Kumar Bansal, chief- brand and communications, Tata Power talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the campaign?
Tata Power has been on the path to creating the right conversations around sustainability for many years now. We have set targets for ourselves to go carbon net-zero, no net loss to biodiversity from our operations and zero waste to landfill and water-neutrality. The #Duniyakiskehawale campaign marks a strategic evolution of the sustainable is attainable movement that Tata Power embarked upon in 2022. While the sustainable is attainable initiative focussed on fostering conversation and promoting awareness around green practices, the campaign aims to incite a collective commitment.
Against the backdrop of COP 28, as the world understands that “later is not an option”, we wanted to bring the conversation right and centre of the dinner tables of Indians. This inspired us to create this film, with the idea of making people sit up and take notice of how we are playing with our planet. It also seeks to inspire people to take individual responsibility towards doing the right things that matter for creating a sustainable future.
Which agency conceptualised the ad? Why did you choose them?
The ad has been conceptualised along with our creative agency partner on record – Rediffusion. We have been partnering with them to create consciousness around the adoption of renewable energy products and services. The use of hard-hitting visual imagery and a music track in the film which has caught the imagination of masses is the high point of the campaign and has been a key driver of the campaign going viral on social media.
How do you intend to influence consumers with this campaign?
The campaign is being promoted through multiple consumer touch-points and will be followed up by more actions to engage and inform consumers towards making more sustainable choices.
Which mediums will you advertise on and why?
The campaign is currently running on both television and digital platforms in sync with its audio-visual richness and the mass reach of these platforms. We want to spread the message to all Indians and motivate them to take action.
Could you share details on the budget allocated for this campaign?
We have tried to reach the maximum number of Indians and have planned the campaign pan out accordingly. The campaign has also got immense earned media mileage and is generating conversations across social media and other online platforms.