How Tata Power is using TikTok to influence millennials and GenZ as part of #IHaveThePower initiative

A first for any power utility in India, Tata Power has extended its #IHaveThePowerChallenge to the short video content app TikTok with the intention of appealing to ‘Gen Z’ to engage with their recently launched nation-wide campaign ‘I have the Power’.

The objective behind this partnership is to inspire millennials and Gen Z generations to build a sustainable India and make a difference by contributing to a cleaner tomorrow.

Video the TikTok campaign:

@themermaidscale

I showed my power⭐Even you show yours! Challenging anirudh_sharmaa Create your video using this audio link #IHaveThePower #TataPower #IWillDoItMyself

original sound - TataPower

Funny videos and challenges will spark engagement around the message of energy conservation and green living.  As part of the #IHaveThePowerChallenge, followers can post a quirky video on the campaign’s musical theme promoting the idea of saving planet earth. Winners of this contest will be presented with prizes.

Shalini Singh, Chief-Corporate Communications and Sustainability, Tata Power, said, “We consider the younger generation amongst our existing customers and future patrons as a vital part of our on-going conversations. TikTok has been successful in changing the behaviour and attitude of youngsters towards certain issues. We think the general user profile of TikTok makes it a perfect platform to reach out to our core audience group.” 

Tata Power is using new-age media to promote the campaign on various platforms such as Snapchat, Quora, etc. Through this approach, Tata Power aims to connect with the millennials to convert them into socially and environmentally conscious citizens.