Freyr Energy casts Rohit Sharma in wedding-style solar pitch

Hyderabad-based residential rooftop solar company Freyr Energy has launched its first advertising film, Rishta Pakka, ahead of Dussehra. Brand ambassador Rohit Sharma plays the protagonist in the film, which sits within the company’s wider ‘Solar Ho, Toh Freyr Ho!’ campaign. Instead of leading with panels and payback math, the film builds on a traditional Indian wedding proposal.

01 · A familiar ritual for an unfamiliar decision

Rooftop solar is a high-consideration category: substantial upfront cost, long-term commitment, and a customer base that often does not know how to evaluate the product. Freyr Energy’s creative answer is to map that decision onto a ritual every Indian family knows how to judge – the rishta conversation.

The wedding-proposal frame lets the brand talk about reliability, cost savings and trust without turning the film into a product brochure. It positions choice as compatibility, not just technology.

02 · The full journey, inside one story

Rishta Pakka compresses the customer journey into the narrative. Homeowners see the stages they would actually go through with Freyr Energy:

• Requesting a proposal and getting loan approval
• Design approval and installation
• Tracking savings after the rooftop system goes live

That sequence matters. It normalises the process at the same time as it introduces the brand’s support system.

03 · Why Rohit Sharma, and why now

Radhika Choudary, co-founder and director at Freyr Energy, frames the film’s ambition as helping families see solar as “a simple, reliable choice” rather than “a big, uncertain leap.” That language names the actual consumer barrier: solar has a perception problem, not just an awareness problem.

“The film encourages families to see solar not as a big, uncertain leap, but as a simple, reliable choice for their homes.”

The film is available across Freyr Energy’s YouTube and social channels, with Sharma amplifying it on his own social media handle. The brand is using Sharma’s nationwide popularity to reach more households, with the campaign supporting its expansion in Tier 2 and Tier 3 cities.

04 · The marketing take

For CMOs selling anything that feels like a big, uncertain leap, Rishta Pakka is a compact lesson: don’t explain the complexity harder, borrow a decision frame the audience already trusts. When a solar installation can feel as familiar as an alliance being finalised, the product starts to feel like the safe choice.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.