Redefining Rooftop Solar: Tata Power's Emotion-Driven Solaroof Campaign

Tata Power and Rediffusion have launched an emotional brand campaign for Tata Power Solaroof, reimagining rooftop solar as a lasting commitment. The initiative highlights solar energy as a long-term asset, appealing to homeowners' trust and reliability in Tata's name, reinforcing renewable energy adoption in India.

Mumbai, February 19th 2026: In a strategic shift from traditional marketing tactics, Tata Power, in collaboration with Rediffusion, has unveiled a new brand campaign for Tata Power Solaroof, "Yeh On Toh Quality Lifelong." This innovative campaign appeals to emotions by positioning rooftop solar not merely as a utility but a lifetime commitment enriched by the trust associated with Tata.

Conceptualized by Rediffusion's National Creative Director Pramod Sharma, the campaign seeks to transform the perception of rooftop solar from a technical decision into an emotionally meaningful investment. It highlights the enduring nature of homes and the importance of decisions that last through generations, thus promoting rooftop solar as a valuable lifelong asset.

Backed by compelling proof points such as a 25-year module warranty and significant savings on electricity bills, the campaign gains relevance amidst India's push for decentralized renewable energy, supported by government initiatives like the Muft Bijli Yojana. It emphasizes Tata Power's position as a key player in the national movement toward sustainable energy solutions.