Tata Power sells rooftop solar with a six-episode microdrama

Tata Power has brought rooftop solar into the microdrama universe with Teri छत, Meri छत!, a six-episode digital series created by BC Webwise. The campaign launched on 29 October 2026 and is running on Facebook, YouTube Shorts and Instagram, with episodes also shared in Tata Power’s ‘Ghar Ghar Solar’ Facebook community.

Instead of leading with panel specifications or installation steps, the series uses a family story to carry the category’s practical questions. Each episode averages three minutes; the full series runs about 17 minutes and is directed by Rukshana Tabassum.

01 · The family at the centre

The Singh household is dealing with a familiar modern problem. Raghav, the son, has just landed a work-from-home job, but frequent power cuts and uneven electricity supply keep getting in the way. The family starts considering a rooftop solar installation as a way to keep his work running and manage rising electricity bills.

There is a structural wrinkle, though. The family lives in a joint household, and the terrace is divided by a partition wall. A shadow falling on one side means a single, shared solar installation is the practical option—so the two sisters-in-law, Pushpa and Kamla, have to put aside their differences and agree on a common plan.

02 · Objections become plot points

That tension gives the campaign room to answer the questions buyers actually raise. Instead of a product explainer, the episodes work the following concerns into conversations and everyday situations:

• How the installation holds up during monsoon storms
• How battery storage behaves
• What the potential electricity bill savings could be

Jyoti Kumar Bansal, chief corporate communication and branding at Tata Power, said the aim was to meet Indian consumers in their living rooms and on their mobile screens, and to keep the tone “not heavy, not educative, not preachy, but subtle.”

03 · Why the format matters

For brand leaders, this is not just a solar campaign. It is a considered, high-involvement category borrowing the grammar of entertainment. Microdrama lets the brand hold attention through conflict and relationships while slipping in durability, storage and savings information as dialogue rather than a list of features. The product becomes the resolution to a family problem, not the subject of a lecture.

The business context makes the creative choice credible. Tata Power Solaroof reports more than 5 lakh rooftop solar installations across over 550 cities and regions, with cumulative capacity of over 5.6 GWp. That scale sits behind a message designed to feel small, everyday and personal.

04 · What marketers can take away

The series is a working example of “show, don’t sell.” Marketers in categories that feel technical—insurance, finance, energy, health—can translate the most common objections into character-driven moments, then release short episodes where audiences already scroll. The job is not to explain the product first; it is to make the audience feel the problem first.

Source: Campaign India

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