Tata Power and News18's new campaign urges people to adopt clean energy this Earth Day

Tata Power, the integrated power company, and News18 have released a film on Earth Day 2023, promoting the theme of “Invest in our planet”.

Set in Ladakh, the film shows how solar power is leading to a future of great possibilities, and inspires us all to ‘switch to’ greener options, without being worried about ‘switching off.’ 

Through this, Tata Power is urging all Indians to invest in the planet by adopting clean energy and #DePowerKoGreenSignal.

The protagonist in the film, a young aspiring boxer in Ladakh, need not compromise on her training schedule due to power supply constraints. Solar power lights up the boxing arena she practices in and keeps on track, her dreams of making it big in the sport, where Indian women are already shining at the global stage.

“This Earth Day, we want to reinforce how Solar power is lighting up lives across the country and taking ahead India’s vision of clean energy transition. The film showcases this effectively,” said Jyoti Kumar Bansal, Chief – Brand and Communications, Tata Power.

With this film, Tata Power is underlining its ‘Sustainable is Attainable’ movement – highlighting how it is working to make adoption of sustainable products and services easy and affordable for both corporates and consumers, and how that is spurring behaviour change. “In line with Mission LiFE introduced by Prime Minister Narendra Modi, the movement is taking the discussion around sustainability into our daily lives and Tata Power is proud to be leading this conversation,” added Bansal. 

The Sustainable is Attainable movement has been encouraged by Union Minister of Power RK Singh; Union Minister of Road Transport and Highways Nitin Gadkari, Amitabh Kant (G20 Sherpa) and supported by corporates from across India and the world.

“This film is an effort to amplify the power of solar, showcase how easy it is for us to switch to an alternative source for our energy needs, and encourage behaviour change, in keeping with goals of our initiative ‘Sustainable is Attainable'. We hope that our audience finds the messaging heartfelt and, more importantly, that the film inspires them the way it does us,” said Sidharth Saini, Senior Vice-President, Network 18 Studio.