Tata Power Leverages the Power of TikTok to Announce #IHAVETHEPOWERCHALLENGE
India’s social media landscape is becoming increasingly visual. A first for any power utility in India, Tata Power extends its #IHaveThePowerChallenge to the short video content app – TikTok with the intention of appealing to ‘Gen Z’ to engage with their recently launched nation-wide campaign ‘I have the Power’.
The objective behind this partnership is to inspire Millennials and Gen Z generations to build a sustainable India & make a difference by contributing to a cleaner tomorrow.
Funny videos and challenges will spark engagement around the message of energy conservation and green living. As part of the #IHAVETHEPOWERCHALLENGE, followers can post a quirky video on the campaign’s musical theme promoting the idea of saving Planet Earth. Winners of this contest stand a chance to win exciting prizes.
Ms Shalini Singh, Chief-Corporate Communications & Sustainability, Tata Power, said, “We consider the younger generation amongst our existing customers and future patrons as a vital part of our on-going conversations. TikTok has been successful in changing the behaviour and attitude of youngsters towards certain issues. We think the general user profile of TikTok makes it a perfect platform to reach out to our core audience group.”
Tata Power is using new age media to promote the campaign on various platforms such as Snapchat, Quora etc. Through this approach, Tata Power aims to connect with the millennials to convert them into socially and environmentally conscious citizens.