Tata Power connects with Mumbaikars

Tata is running an advertising campaign to reinforce its bond with Mumbaikers and celebrate its journey and initiatives towards strengthening this relationship.

 As a responsible corporate and a responsive brand, Tata Power provides reliable, clean and quality power along with superior customer care and plays a vital role in the life of Mumbaikars.

Tata wants as islanding system to ensure uninterrupted power supply to Mumbai even in the case of grid failure. It will also take on all possible measures to ensure that the power produced is clean and has least impact on the environment.

Tata intends to focus on renewable sources of energy generation-wind and solar.

The need was to communicate the philosophy of Tata Power, which has enabled it to become the life line to the city of Mumbai. After the successful completion of Phase I which reinforced Tata Power’s commitment to keep Mumbai energized, the Phase II communication talks about the manifestation of the commitment in relatable terms to Mumbaikars and focuses on essential services like trains, hospitals and refineries.

The communication takes cognizance of Tata Power’s serving Mumbai silently for almost a century. The 3 ads in Phase 2 flag off this role in powering Mumbai local trains, key hospitals and refineries. The creative route provides a platform for Mumbaikars to relate to the role played by Tata Power at an individual level.