Mera Solar
Bada Honhaar

Release Date : September 2024

Proud Papa
Piyush
(FILM IDEA)

We brought in Piyush Mishra to play a proud father who just couldn’t stop praising his precious child and chanting, Kya baat hai, kya baat hai all day. Only in this case, his precious child was his Rooftop Solar (RTS) system. Because unlike an unemployed aulad, this one turned out to be faulad.

Challenge

The Madhya Pradesh Government and the Council on Energy, Environment and Water (CEEW) wanted a hyper-engaging, 360-degree campaign to drive interest in and generate leads for Rooftop Solar (RTS) systems under the PM Suryaghar: Muft Bijli Yojana.

So, we did exactly that but audaciously.

Campaign Idea

You call someone honhaar when they’re promising, capable, bright, and built to do well in life. We believed Rooftop Solar deserved the same title. So with a 360-degree campaign, we turned RTS from just a utility into something people could take pride in owning and something others could aspire to own. All so they could proudly say, Mera Solar Bada Honhar.

Radio Jingle

Our TG likes to sit on the balcony in a rocking chair, sipping tea while getting all the tea from the radio. So we served up even more tea, with extra patti in the form of benefits, through a radio jingle. Just so you know, the chairs weren’t rocking on their own. *wink wink*

Bestiemonials

In this economy, word of mouth is the strongest marketing channel. So we got RTS users across Madhya Pradesh to spread the word themselves.

Solar Landing

Moon landing, real or fake?

The debate may still be on, but when it comes to Solar Landing (page), we’ve got proof.

To give people a quick and easy understanding of rooftop solar (RTS) and the subsidies available under PM Suryaghar Muft Bijli Yojana, we designed and created the landing page for our campaign,

‍Mera Solar Bada Honhaar: merasolar.org

Within just four days of launching the new website and activating our media plan, the campaign has already generated over 200 high-quality leads.

Honhar Banners

With the film and jingle in place, all that was left was social amplification. So we put our honhar banners to work.