2. WHY ME? Significant growth across various communication
metrics
High brand visibility and support to
business/CSR/sustainability/Club Enerji through
campaigns
Innovations in External Communications for
Brand Differentiation
Launch of a new Brand property,
“PowerQuest” for high engagement with
Millennials & Gen Z
3. GROWTH TRAJECTORY ACROSS VARIOUS
COMMUNICATION METRICS
Social Media Impressions (in
Lakhs)
Social Media Position
(Among Tata Group)
PR Stories (Total clips)
New Platforms for Brand
Building
Club Enerji sensitization
Business Leads Generated
Social Media Following (in
Lakhs)
FY18-19 FY19-20 FY20-21
(YTD)
200,573 396,458 549,303
12 M 17.5 M 6 M
6th
4th 3rd
2,371 2,500 1,092
4 8 10
4.8M 5.2M 6M
__ __ 4000+
38
%
45%
97%
100
% 25%
8.3
%
15%
4. INTRODUCED CONSUMER CAMPAIGN
FOR BRAND VISIBILITY
Lead the First 360 degree campaign, “I Have The Power” : garnered 2 Million+
Impressions!
HIGHLIGHTS
Social
Media
Digital
Media PR
Innova
-tions
• Garnered 2M+
Impressions
• 257% higher
engagement on
Facebook
• 900,000 impressions
through Influencer
Marketing
• 500,000+ views on
videos
• 1000+ contest entries
• 15000+ ringtone
downloads
• 1,75,000 website
visits
• 4000+ leads
generated
• Extensive video
content garnering
10 lakhs+
impressions
• Press Conference
with Shardul
Thakur
• 250+ coverage
garnered in leading
publications
• Influencer
Marketing
• Tik Tok Content
• Snapchat
Activation
• Bus Branding
• Radio Campaign
• Geo-targeting
• YouTube Ads
• Hoardings
• Covid Response
5. INTRODUCED SECOND 360 DEGREE
CONSUMER CAMPAIGN
Leading the second upcoming 360 degree campaign on Solar Rooftop!
• Geo Targeting & Geo Fencing
• Microsite, App and Chatbot
• A/B testing on Facebook
• 2 AV’s
• Print in regional publications
• Influencer Marketing
• Guerrilla Marketing
• Amplification through OTT Platforms
• Branded Content
• Promotion on Tata Sky Landing Page
• Digital Activation on E-Comm websites
expected reach
60M
6. MORE CAMPAIGNS FOR BRAND
DIFFERENTIATION
Actively Participated In “Switch Off 2 Switch On” & “Solar Century
Banayenge”
• 1.2 Million impressions on Social Media
• 9500+ pledges on Green Community Platform
• 300+ news coverage in leading publications
• The “Switch Off Plastic” drive collected over 86
tonnes of plastic
• Reached 533+ schools nationwide
• Won the coveted global, “Edison award” for this
campaign
• Solar Century Banayenge captured all the cities
wherein solar rooftop services was launched
• AV garnered 50k+ impressions
7. INNOVATIONS FOR BRAND
DIFFERENTIATIONDigital
Transformation
Thought leadership
properties
Brand Properties For
Engagement
AR filter & Influencer Marketing
on Instagram
• 15 lakhs+ Impressions
Snapchat filter for I Have the
Power & Corona Warriors
• 4 lakhs+ Impressions
• 22% Engagement Rate (avg.
2%)
Onboarding a Brand
Ambassador
• 24% increase in reach
• 50% increase in engagement
Extensive video content with
emotional story telling
• 50 Lakhs+ Impressions
#LeaderSpeak Facebook live
series
• 2 lakh+ impressions
E-learning Fridays
• 1,80,000+ Impressions
• 200+ Schools
• 35,000+ video view
PowerQuest
• Ongoing brand property to
engage millennials and gen z
from top business schools
Consumer & Cause led campaigns
• 3M+ Impressions
• Innovative content strategy
• Introduction of 4 new platforms
• High engagement with
millennial & gen z
• Contribution in changing the
brand perception
9. SUPPORTING CSR, SUSTAINABILITY & CLUB
ENERJI
SAHELI WORLD LAUNCH MAVAL DAIRY LAUNCH
• Garnered 10k+
impressions on Social
Media
• 100+ coverage garnered
• Case study in Tata Group
and The Good Sight
magazine
• Testimonial series
garnered 30k+
impressions
• Best performing
Facebook Live with
2lakhs+ impressions
• Launch of Maval tai
mascot
• Integration with Amazon
• Store launch in Delhi
• Microsite on Tata Power
• Campaign garnered 30k+
impressions
• Coverage in 150+ leading
publications
DHAAGA LAUNCH
• Launch of E-volunteering
• Support in launching
Phone Dhaan, English
Program for kids,
Telephonic call with elderly
etc
E-VOLUNTEERING
10. Tata Power's annual case study competition with B-schools which furthers engagement with
Millennials and Gen Z
WINNING TEAM - NMIMS
ROUND 1
• Case study on, “Marketing solutions”
on Tata Power’s consumer facing
products”
• Received 450+ entries from top 13 B-
Schools
• 1200+ students participated
• Internship offered to the winners &
runners up
ROUND 2
• Brand AV Competition from top
creative colleges
POWERQUEST: A BRAND PROPERTY TO ENGAGE
MILLENNIALS & GEN Z
