Rohit Sharma Joins Freyr Energy After 24,000+ Solar Installs
Freyr Energy signs Rohit Sharma as its first brand ambassador for the 'Solar Ho, Toh Freyr Ho!' campaign, selling rooftop solar as a 30-year trust decision.
Freyr Energy has named Indian cricket captain Rohit Sharma as its first brand ambassador, launching a national campaign titled ‘Solar Ho, Toh Freyr Ho!’ on 17 October. The announcement pairs one of India’s most trusted sports figures with a company that has spent more than a decade building residential rooftop solar systems under the PM Surya Ghar: Muft Bijli Yojana.
The campaign launches with an ad film, ‘Rishta Pakka’, starring Sharma in a humour-led narrative about solar subsidies and long-term benefits. Freyr Energy says the creative is built on one core insight: a rooftop solar installation is a 30-year decision, and the real risk for a family is not whether to switch to solar but which company to trust with it.
01 · Why a cricketer for a 30-year product
The brand is borrowing Sharma’s record of consistency to make its reliability claim tangible. Sharma has spent nearly two decades in international cricket, while Freyr Energy has installed more than 24,000 solar systems across 40-plus cities and introduced services such as the Freyr Energy App, self-cleaning solar systems and solar experience centres.
The partnership arrives at what Freyr describes as a turning point for the category. The PM Surya Ghar Yojana is bringing millions of Indian households into rooftop solar for the first time. Eligible households can receive government subsidy support of up to ₹78,000, and financing options at low interest rates can reduce the upfront burden.
02 · The trust strategy behind the campaign
Freyr Energy co-founder and managing director Saurabh Marda frames the association as a standard-setting move: the aim is to raise what homeowners can expect across the 30-year life of a system, not just on installation day. Co-founder Radhika Choudary adds that the company has to stand behind a family’s decision long after the system is switched on.
Marketing head Rajan Mahalingam says the campaign is designed to make Freyr the first name families consider for rooftop solar, with Sharma’s reputation for consistency and trust giving the message authenticity. Sharma, exclusively managed by RISE Worldwide, says environmental protection has been close to his heart and that a trustworthy partner is what drew him to Freyr Energy.
- First brand ambassador: Rohit Sharma, India’s World Cup-winning captain
- Campaign: ‘Solar Ho, Toh Freyr Ho!’ with ad film ‘Rishta Pakka’
- Scale: 24,000+ systems in 40+ cities over more than a decade
- Consumer support: up to ₹78,000 subsidy under PM Surya Ghar Yojana
03 · What marketers should watch
Freyr Energy is not using celebrity as attention decoration; it is using the ambassador to defuse the category’s biggest objection. Buying solar is a high-consideration, long-tenure purchase, and the person endorsing it carries a public track record of showing up year after year. That alignment matters more than the star’s reach.
The campaign’s slogan also works as a memorable local mnemonic, turning the trust promise into a phrase households can repeat. For brand leaders, the lesson is to pair the ambassador with the objection that blocks purchase, not just the audience you want to reach.
Marketing take
Match the ambassador’s reputation to the customer’s biggest worry, and the endorsement becomes evidence.
Source: India Gazette
