MUMBAI: In its bid to build greater solar awareness and strengthen consumer trust on the brand for its solar expertise, Luminous Power Technologies, an energy solutions company, has launched a 360-degree marketing campaign, marking 2025 as the ‘Year of the Royal Celebration’ during India’s much celebrated T-20 Premier League in partnership with the Rajasthan Royals. As the title sponsor of the team, Luminous is looking to build a national discourse through the campaign, promoting solar adoption and sustainability, while strengthening its position as the go-to brand for end-to-end solar solutions.
Through consumer research, Luminous identified a critical insight: consumers face confusion and mistrust due to the prevalence of unverified vendors and a lack of understanding about genuine solar expertise. Many consumers also perceive solar adoption as costly and complex. To combat this, Luminous will showcase its solar expertise and technology, coupled with its legacy of over 37 years in energy solutions.
At the heart of the marketing campaign is Luminous’ latest brand films, featuring RR players who, in a refreshing, conversational tone, discuss the championing of solar energy adoption using Luminous’ energy solutions. Through storylines, RR players Yashasvi Jaiswal, Riyan Parag and Dhruv Jurel can be seen speaking directly to consumers, especially the uninitiated, through their fellow teammates, about how Luminous has emerged as “India’s Solar Expert” for offering hassle-free, end-to-end solar solutions and services. “Solar Lagao, Luminous Ko Bulao” becomes the rallying call of the campaign, reflecting the brand-connect with the people transitioning towards an energy independent India.
Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies, commented, “Our strategic brand partnership is invaluable in amplifying our mission to establish Luminous as India’s foremost and trusted solar expert. Through a comprehensive 360° marketing approach, encompassing impactful ATL, BTL, and digital campaigns, we aim to create stronger awareness on solar adoption and the range of solutions and services available under one brand. Beyond visibility, we will be actively educating consumers and empowering communities through skilling initiatives. By seamlessly integrating OTT, television, offline activations, social media, and partner engagement, we are fostering user engagement, strengthening brand advocacy and solidifying Luminous as the trusted leader in the solar energy category.”
The ‘Year of the Royal Celebration’ campaign goes beyond conventional marketing by merging purpose-driven initiatives with immersive consumer engagement. The campaign caters to all consumer stages, creating a celebratory brand experience, enabling accelerated market penetration. The campaign’s strategic execution is anchored by their T20 Command Centre, a central hub for live coverage, real-time planning, and social media coordination that capitalizes on the excitement of live matches to create memorable moments that resonate with audiences across platforms.
Beyond OTT and digital Luminous is leveraging the full spectrum of modern marketing tools, In-stadium presence ensures Luminous branding dominates RR home games with LED perimeter boards, big screen ads, and exclusive Luminous-branded cheering items in the dedicated Luminous Stand.
Key high-traffic junctions across IPL cities are illuminated with eye-catching OOH and hoarding placements. At the retail and omnichannel level, storefronts and partner locations nationwide are transformed with campaign branding and product education kiosks. Online, exclusive deals, Amazon homepage takeovers, and a “Play n Win” quiz drive e-commerce integration and engagement. Channel partner and employee engagement further reinforce internal alignment through on-ground activations and gamified experiences.
Social and influencer activations aim to fuel a wave of authentic, high-reach storytelling through collaborations with top digital creators. Meanwhile, branded content series such as ‘Royals Unplugged’ and ‘Inside the Royals Net’ offer intimate glimpses into players’ lives while showcasing the solarisation of their homes.
Through thiscampaign, Luminous aims to amplify its solar adoption initiatives by reaching and engaging millions of cricket fans. Social impact remains integrated into the campaign with initiatives like #PinkPromise aligning the thrill of cricket with meaningful contributions to underserved communities.
“In a market cluttered with fly-by-night operators, Luminous stands out as an established and credible player in the field of Solar power solutions. We wanted to drive home this point in an entertaining and non-preachy manner. And who better to do it than the swashbuckling trio of Yashasvi, Riyan and Dhruv Jurel. The ads feature them in a humorous exchange, using light-hearted banter to talk about the attributes that make Luminous India’s only home solar expert,” said Amit Nandwani, National Creative Director, Cheil X.
Campaign film Links:
IPL 2025 Films
