In an effort to help conserve energy & curb wastage, Tata Power Club Enerji is currently running a three month pledge campaign called “Switch off to Switch on”. Started on World Environment Day (June 5), the campaign has children as ambassadors of energy conservation to raise awareness for creating a sustainable future. This campaign lets everyone pledge and share their stories of switching from any part of the world.
The campaign is being hosted on www.tatapower.com/Green-Community page, where individuals from various walks of life are being sensitised through advice and solutions to conserve energy and environment to create a sustainable India. The campaign will leverage the established brand properties such as Wattloss Challenge and Doodle contest to engage with its target audience. A brand AV with the campaign ambassadors singing an anthem to inspiring the family and community to conserve electricity will be released soon.
With children at the helm of the campaign, it aims to implement 'Reverse Parenting' technique where children are raising awareness by engaging their families and society at large to save energy and make them appreciate the value of sustainable living. The campaign now launches its next leg of reverse parenting video series #ChoteUstad.
With the one week of launch the campaign has garnered 600+ pledges and is trending well on digital platforms. Children are the 'Reflex Generation' of tomorrow, who take instinctive measures to create an eco-friendly community of the future. The campaign directly addresses this section of the population which expects businesses and individuals to show a greater level of responsibility in terms of resource conservation and sustainability. Typical 'Reflex Generation' consumers are those that are willing to offer their patronage to products and brands that not only deliver economic value but also include concern for the environment and have long term sustainability goals.
Chote Ustad Video Series :
Climate Superheroes Pledge for the cause Video :
The rationale of 'switch off' is to inculcate intelligent & thoughtful use of electrical equipment, thus 'switching on' the savings account for environment and energy. The objective is to encourage small behavioural changes that can have a lasting impact.
Tata Power's Club Enerji initiative does not simply stop at spreading the message of energy conservation and sustainability but also gets young minds involved through participatory outreach campaigns, which will bring about a shift in the outlook leading to positive results.
Starting with 12 schools in Mumbai in 2007, Club Enerji it has now reached more than 533 schools nationwide, sensitizing over 19.34 million participants and saving more than 25 million units of energy. With over 1,526 Mini Clubs the initiative has managed to have 238,385 Energy Champions, and 283,473 Energy Ambassadors, making it one of Tata Power's most successful community support initiatives.
*India's 'Reflex Generation'
The idea of environmental consideration has been transformed from pre-planned, momentous, typically very public, collective acts from committed individuals - marches, protests, petitions - towards a more mass movement based on individual choices and decisions made every day. Such 'micro-activism' is no less effective, aggregating entire communities and demographic groups whose consideration the environment is defining their daily routines and home and at work. For such people, minimising environmental impact has become instinctive and natural; a reflex defining the decisions they make.
The impact of India's 'Reflex Generation' is evident in the workplace; today, potential employees are basing their decisions on employers' environmental credentials. According to Deloitte's annual Generation Y survey , 76% Indian millennials claimed to have chosen employers whose values matched their own; a finding supported by other research indicating young people's preference for employers who demonstrate a “genuine commitment” to corporate social responsibility, the environment, and sustainability.
Another way individuals mark their inclination towards protecting the environment is by subtly but consistently purchasing green products. In fact, in a Deloitte study, 38% respondents with a family monthly salary of Rs. 1 lakh or more were willing to pay 10% or more premiums for eco-friendly products. Other research suggests that 95% seek out brands that display responsible behaviour.
Finally, today's environmental guardians have adapted their lifestyles to imbibe the core philosophy of environmental consideration into their day-to-day lives. The interest in electric vehicles for daily use is another example of how India's younger citizens are attempting to be more environmentally conscious on a regular basis. Globally, 81% consumers claim to be prepared to make 'personal sacrifices' to address social, environmental issues. Such consideration reflects the 'micro-activism' at the heart of India's 'Reflex Generation'.
About Tata Power:
Tata Power is India's largest integrated power company and, together with its subsidiaries & jointly controlled entities, has an installed capacity of 10957 MW. A pioneer in the field, it has a presence across the entire power value chain: Generation of renewable as well as conventional power including hydro and thermal energy; transmission & distribution, trading and coal & freight logistics. With renewable energy assets in solar and wind accounting for 30% of the company's portfolio, Tata Power is a leader in clean energy generation. In line with the company's view on sustainable and clean energy development, Tata Power is steering the transformation of utilities to integrated solutions by looking at new business growth in EV charging & storage, distributed generation & rooftops, microgrids and home automation & smart meters.
It has successful public-private partnerships in generation, transmission & distribution in India namely: 'Tata Power Delhi Distribution Ltd.' with Delhi Vidyut Board for distribution in North Delhi; 'Tata Power Ajmer Distribution Ltd.' with Ajmer Vidyut Vitran Nigam Ltd. for distribution in Ajmer; 'Powerlinks Transmission Ltd.' with Power Grid Corporation of India Ltd. for evacuation of Power from Tala hydro plant in Bhutan to Delhi; 'Maithon Power Ltd.' with Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand. Tata Power is serving more than 2.6 million distribution consumers in India and has developed the country's first 4000 MW Ultra Mega Power Project at Mundra (Gujarat) based on super-critical technology.
With growing international focus, Tata Power's global presence includes strategic investments in Indonesia through a 30% stake in the coal company PT Kaltim Prima Coal (KPC); 26% stake in mines at PT Baramulti Suksessarana Tbk (BSSR); in Singapore through Trust Energy Resources; in South Africa through a joint venture called 'Cennergi' to develop projects in sub-Sahara Africa; in Zambia through a 50:50 joint venture with ZESCO for 120 MW Hydro project; in Georgia through AGL which is a joint venture with Clean Energy, Norway & IFC for development of 187 MW hydro project; in Bhutan through a hydro project in partnership with The Royal Government of Bhutan.
With its 103 years track record of technology leadership, project execution excellence, world-class safety processes, customer care and driving green initiatives, Tata Power is poised for multi-fold growth and committed to 'lighting up lives' for generations to come.
Visit us at: www.tatapower.com