In a category typically driven by savings, subsidies and technical specifications, Tata Power Company Limited is shifting the narrative towards emotion and lifelong trust with its latest campaign for Tata Power Solaroof.
Anchored in the line “Yeh On Toh Quality Lifelong,” the campaign reframes rooftop solar from a functional installation to a lifelong relationship. The insight behind the campaign draws from Indian cultural values, where homes are built on permanence and relationships are defined by lifelong trust, love and responsibility. The brand poses a simple question: if everything in an Indian home is built to last, why shouldn’t rooftop solar be?
The campaign positions Tata Power Solaroof as an emotional commitment rather than just a utility product. Instead of focusing solely on electricity bill savings, it highlights security, reliability and a future-ready home. The panels are presented as a “partner in permanence,” carrying the enduring trust associated with the Tata name. The narrative elevates the product into a badge of assurance and a silent guardian for households, promising lasting quality and peace of mind.
Commenting on the campaign, Jyoti Kumar Bansal – Chief Brand & Communications, Tata Power said:
“The “Lifelong” campaign brings alive Tata Power Solaroof’s core proposition “Yeh On Toh Quality Lifelong” in a unique and emotional narrative that shifts the conversation from mere savings on electricity bills to the lifelong promise of reliability (efficiency) and peace of mind (emotional efficiency) that distinguishes us from all other players in the market.
It brings alive our brand as a part of the consumers’ life, securing a future, powering dreams through seasons and generations. As market leaders, we are proud to be bringing new customers into the category every day with not only unique product solutions but also storytelling that gives them comfort and pride”
The campaign is supported by tangible proof points including a 25-year module warranty, over 3.5 lakh installations, more than 4.4 GW of rooftop capacity and potential bill reductions of up to 80%.
As India pushes for decentralised clean energy adoption, bolstered by the Government of India’s PM Surya Ghar: Muft Bijli Yojana aimed at solarising one crore households, Tata Power positions itself as a trusted enabler of this transition.
The company, part of the Tata Group, operates a diversified portfolio of 16.3 GW, of which 7.5 GW constitutes clean energy capacity. It has committed to achieving Net Zero by 2045 and serves approximately 13 million customers nationwide.
