Mumbai: As solar energy moves from being a niche sustainability choice to a practical household investment, Servotech Renewable’s latest campaign, ‘Raho Roshan, Bina Tension’, seeks to simplify the conversation around solar adoption through a format that feels familiar to Indian audiences.
Featuring actor Sonu Sood in a dual role, the campaign takes a storytelling-first approach rather than relying on technical explanations or product-heavy messaging. Set against a nostalgic 90s backdrop, the TVC uses a classic family comedy setup to address a contemporary concern—rising household expenses and the search for smarter ways to manage them.
The film revolves around two brothers dividing family responsibilities after the loss of their father. What begins as a serious discussion gradually turns humorous as the elder sibling cleverly shifts major expenses onto his younger brother. The twist arrives when both compete to take responsibility for paying the electricity bill, only for viewers to discover that a Servotech rooftop hybrid solar system has made the expense negligible.
From a strategic perspective, the campaign reframes solar power from an environmental choice to a financial relief solution. By focusing on electricity savings rather than technical specifications, Servotech makes the category more relatable and accessible to everyday consumers.
The casting of Sonu Sood further strengthens this positioning. His strong public connect and trusted image help the brand communicate a relatively complex category through a familiar and credible face. The dual-role execution also adds entertainment value, helping the message remain memorable without appearing overtly promotional.
The digital-first rollout, beginning with JioHotstar and extending across OTT, television, CTV and social platforms, reflects the brand’s intent to build mass awareness while engaging consumers across multiple touchpoints.
Speaking on the launch of the campaign, Rishabh Bhatia, Head of Digital Marketing, Servotech Renewable, said: “‘Raho Roshan Bina Tension’ is a campaign built on nostalgia, humour, and relatability, emotions that connect deeply with Indian families. Working with Sonu Sood was an incredible experience as he brought both authenticity and charm to the narrative. Through this TVC, we wanted to simplify the conversation around solar adoption and show how renewable energy can genuinely ease everyday financial stress. This campaign is an important step in strengthening Servotech’s positioning as a household solar brand for modern India.”
Sharing the broader communication vision, Prabhutva Tiwari, PR & Marcom Head, Servotech Renewable, added, “With ‘Raho Roshan, Bina Tension’, our objective was to create a storyline that feels entertaining yet meaningful for everyday consumers. Known for his strong connection with Indian audiences and his impactful public image, Sonu Sood brings authenticity, relatability, and mass appeal to the campaign. This is just the beginning, and we are already working on more engaging TVC campaigns of our other product lines that will be launched very soon.”
Production House: Shakti Sagar Productions
Director: Prakarsh Gunjal
Script: Shivil Gupta
DOP: Premal Raval
Actor: Sonu Sood
Art Director: Bhagyashree
Costume Stylist: Ridhima Pandey
1st AD + DA: Niharika Soni
