Power company Tata Power has launched its brand film promoting the message of “Embrace Mother Earth. Love Our Planet. Switch to Green and Clean Energy.” Staying steadfast in its commitment to ‘Sustainable is Attainable’, the campaign is another step towards inspiring citizens to make sustainable lifestyles a reality and underscore the importance of individual action and responsibility towards a cleaner, greener future.
The film depicts the journey of a globe, showing how each one of us is responsible for the abuse and damage that our planet goes through each day. Deforestation, construction, industrialisation and urbanisation are some of the largest factors leading to damaging the planet. As the globe travels around, one can also see the effects human activities have – from rivers filled with plastic and junk to dead fish floating and roads littered with garbage. By the end of its journey, the globe is soiled and battered, until two children rescue it, clean it, and hug it, symbolising the love and care that we need to have for our planet.
The film makes a plea to embrace a sustainable lifestyle. Tata Power is ensuring sustainability through adoption of affordable green energy products and solutions like rooftop solar, EV charging, solar microgrids, group captive solutions, pumped hydro power, and smart home automation solutions to promote energy efficiency.
Jyoti Bansal, Chief – Brand & Communications, Tata Power, said, “As we see global leaders congregate and debate at COP28, it is clear that ‘No Action’ is not an option. Tata Power took the lead in creating the right conversations with Sustainable is Attainable. We take this to the next level as we urge the people to embrace their responsibility and accelerate individual action towards Sustainable Lifestyles and clean energy solutions. The film seeks to inspire a profound appreciation for our planet. The young children cleaning the globe in the film serve as a powerful symbol of how small acts can become catalysts for a big change. We strive to make this a Movement to encourage each one of us to become custodians of Planet Earth – the only home we will ever have.”
Pramod Sharma, National Creative Director, Rediffusion, said, “This film is straight from the heart. The punishment that we are according the planet every day is going to become irreversible if we do not stop the battering immediately. Sadly, much of what we do is out of ignorance and a lot is due to indifference. Both attitudes are killing Mother Earth. In this piece of communication, the problems are clearly highlighted and Tata Power sends out an unequivocal message of urgent action at an individual level as well as at a societal level.”
Carol Goyal, Executive Director, Rediffusion, who oversees the films portfolio, said, “We’ve kept the messaging real. It is hard hitting. And the punishment to the globe is shown in situations we see everyday but don’t do anything about. The film is held together by a very strong and evocative musical score and lyrics that we hope will become memorable and enduring.”
Tata Power plans to achieve 70 pc capacity generation from clean and green energy sources by 2023, and achieve carbon net neutrality by 2045.
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