Take a look at some activation ideas by our team for a popular Roof Top Company.

2. Rooftop solar is a photo voltaic system that has its electricity-
generating solar panels mounted on the rooftop of a
residential or commercial building or structure.The various
components of such a system include photovoltaic modules,
mounting systems, cables, solar inverters and other electrical
accessories. Rooftop mounted systems are small compared to
ground-mounted photo voltaic power stations with capacities
in the megawatt range. Rooftop PV systems on residential
buildings typically feature a capacity of about 5 to 20 kilowatts
(kW), while those mounted on commercial buildings often
reach 100 kilowatts or more.

3. RESIDENTIAL COMMERCIAL &
INDUSTRIAL
C&I sector already accounts for 70-80%
of total installations. These users
consume approximately 49% of the
electricity generated in India, but only
3.5% of the power procured by India’s
C&I segment is from renewable sources
The residential sector has a much lower
market share as compared to C&I sector
but has a huge potential. As per a study,
The target market for domestic solar will
hit around 52 million households by
2030 – 10% of urban independent
households

4. • Increasing electricity demand and rising grid tariffs for (C&I)
customers are driving business users to rooftop solar, which is
not only cleaner and cheaper but also gives them tariff certainty
for 25 years.
• For C&I, this is also a constant energy source that can eliminate
downtime and equipment damage caused due to voltage
fluctuations in conventional power grids.
• For SMEs Electricity costs are up to 50% of their total expenses,
so cutting such costs via solar power sustainably improves their
competitiveness in a big way
• The residential sector holds a lot of scope to grow exponentially
with new subsidies & finance schemes being introduced

5. • Lack of awareness both at residential & commercial sector.
Residential sector needs to be educated that this system can be
implemented at households.
• High upfront capital cost to deploy these systems, as these
are often not within reach of the larger section of the society. The
initial cost continues to be a major hurdle even for small projects.
• With a large portion of the Sunroof market being fragmented, lack
of technical capacity often acts as a barrier to scaling up these
interventions, particularly in rural settings. The needed market
eco-system has not been created, and the much-needed supply
chain has not yet been established.

6. The Indian rooftop solar market is expected to record a
CAGR of more than 15% over the forecast period 2022-
2027.
However, this market is highly fragmented. Some of
the key players in this market include :
• Cleantech Solar Energy India Pvt. Ltd,
• Fourth Partner Energy Pvt. Ltd, -
• Amplus Solar Power Pvt. Ltd,
• Tata Power Solar Systems Limited,
• Growatt New Energy Technology Co. Ltd,
• Mahindra Susten
• Prozeal Infra

7. PRIMARY OBJECTIVES TO ACHIEVE VIA ACTIVATION
AWARENESS & SALIENCE ABOUT THE PRODUCT
IN AP & TELENGANA.
ENGAGEMENT, INTERACTION & PREFERENCE
BUILDING IN RAJASTHAN MARKET

9. "Aapka Naya Earning
Partner"
The communication of the campaign will be
in line with the ATL Campaign with following
broad guidelines :

10. • What is Solaroof?
• Benefit as per customer segment
• Space Required?
• How much Power i will require ?
• What is the space required?
• How will it be stored?
• What will be the Installation cost?
• what will be the maintenance
cost?
• Why SOLAROOF only ?
• Not feasible for residences
• Too Expensive to install
• Won't work at night/rains
• High storage cost
• AC wont work
• Delayed Return on Investment
• How reliable is net metering
• What if the board refuses to credit

11. • Training on Solar Energy, How solar roof panels
generate electricity
• Feature & USP of SUNROOF
• Training on basic questions & objections that
might come from the customers while promoting
• Event wise permissions
• Event wise Recce of the designated City/Area in
advance to generate data/lead
• Event wise Promotion in designated City/Area to
promote the particular event

13. RAJASTHAN

14. • Emerging as a solar hub to become the first
State in the country to develop 10GW of solar
power capacity.
• Rajasthan tops the nation in solar energy with
10,506 MW
• Average spent per customer Rs.60,000/KW
• Favourable Solar Policy. Lucrative subsidies
offered to Residence owner/RWAs to
promote solar power.
• People look for lot of money saving
options including electricity
• Every household is open to welcome solar
power
• Solar has penetrated deeply in Jodhpur,
Ajmer, Jaisalmer, Jaipur etc
• Solar Park has emerged rapidly
converting barren land
• More Business houses seems eager to
embrace Solar Power
• Average household consumes 3-5 KW,
ROI will come to 3-4 years
FACTS
INSIGHTS

15. ACTIVATION IDEA 1
Audio-Led Activation at
Bus Stations across Rajasthan

16. • Mass Medium - Reaches to 25-30k audience per station/day.
Combined reach approx 35 cr in a month (7 states)
• With an average waiting time of 20-30 mins, these captive
audience can be engaged with audio ads as well as on ground
promotions.
• 100% Reach - Audience cant switch the audio
• Communication in local language
We can assist Tata Power to engage with this large congregation of
prospective customer across 43 bus stations in Rajasthan via an
Audio led Activation for Solaroof.

17. UNIVERSE : 1.5 CR
REACH : 1.68 LAKH (IN 30 DAYS)
TARGET GROUP : Transit Passengers / House Owners
LOCATIONS : Across 43 locations
CAMAPIGN PERIOD : 30 days

18. We will take approval for promotional space inside the
bustations in Rajasthan. There will be a 10x10 house
like structure that will be erected for the promotion of
SOLAROOF.
We will have SOLAROOF installed on top of the
structure to give it a look alike of a solaroof enabled
house. Our idea is to showcase these individual
customers, how solaroof houses can be self sufficient
in terms of electricity generation .
We will also have team of trained promoters at each bus station to connect
and interact with the audience.

19. The promotion area will be equipped with some household appliances connected to
Solaroof system. Promoters can show a live example of how Solaroof can manage all
appliances of their house.
The Promotion area Will have a Wall of offers on on side which lists down all the
offers and subsidies from rajasthan Govt. The opposite side we will have a large LED
TV - which will have videos playing in loop about SOLAROOF, HOw the sytem works,
Benefits as well as the ATL ad of Solaroof.
The entire activity will be Audio Led
promotion at the bus station itself. Along with
brand ad of Solaroof, we will play a TEASER ,
asking people to visit Solaroof promotion area
to find out !

20. ESTIMATED COST : 18 Lakh
ESTIMATED LEAD GENERATION : 1000 /
STATION

21. ACTIVATION IDEA 2
MALL ACTIVATION AT MAJOR CITIES

22. UNIVERSE : 1 LAKH
REACH : 10K (2 DAYS x 20 MALLS)
TARGET GROUP : Shoppers / House Owners
LOCATIONS : Across 20 Malls
CAMAPIGN PERIOD : 2 days x 20 Malls (Weekends)
(JAIPUR, UDAIPUR, AJMER, KOTA,BHILWARA)

23. Why Malls?
Malls are the favourite weekend destination for the
families in any city. Its a place preferred by families
to shop, dine and have fun at the same premises.
This will be an ideal place to catch these young
families and communicate with them in a lighter
way but conveying a strong message.
Pre-Promotions:
As per targetted city/mall identified, we will do a
geo-centric digital as well as bulk SMS/Whatsapp
campaign to tease them and appeal them to come
to the specified mall

24. For awareness and education we will do a mall
activation at selected malls on weekends across
different cities of Rajasthan.
We will create a fictional modern charector "Bijli
Baba" to grab the attention of visitors. Bijli
Baba will act as the solution provider for
increasing electricity bill.
BABA
बिजली
बिजली क
े बिल का झटका !
अि बिजली भी आपको कमाक
े देगा
आओ सुनो िािाजी का टोटका

25. At the mall, We will build a stall/promotion
place at a prominent place near the entrance
lobby. This promotion place will be equipped
with a large TV which will keep showing
Solaroof advertisement, benefits/features and
a video which simplifies and shows how
Solaroof system works.
The visitors will be approached and escorted
to Bijli Baba to hear his totka
A second team of promoter will approach visitors with promotion
materials and get their details for a visit
We will promote Bijli Baba activity entire week in the particular city via Digital, Fliers,
SMS/Whatsapp. People will be teased and invited to meet Bijli Baba.

26. ESTIMATED COST : 15 Lakh
ESTIMATED LEAD GENERATION :
1500

27. AP & TELANGANA

28. • In Telangana, the installed capacity of solar
rooftop panels was barely 4 MW when
Telangana was formed, has now shot up to
200 MW.
• Under AP Suryashakti scheme Each solar
panel unit at subsidized which costs around
60 thousand Rupees would be given at the
rate of 10 thousand Rs for individual
consumers.
• Telangana Government' s favourable policy
enables a domestic buyer to have a subsidy
upto 40%
• Lot of independent buglows, Row Houses
• Lots of power cuts, makes it interesting
proposition for solar power
• Restaurants - Largely untapped, low
hanging segment , they end up paying
huge amount monthly on cooking gas.
• Govt is promoting SOLAR POWER EG: AP
govt. promotes Suryashakti scheme to
promote solar power
FACTS
INSIGHTS

29. ACTIVATION IDEA 3
REACHING OUT TO DECISION MAKERS
(AP & TELANGANA)

30. TARGET GROUP : Individual House, bunglow, Housing
Societies, Hotels, Restaurants, Shops
LOCATIONS : Residential areas, Market Places, Busy
Areas, Hotels/Restaurants, Shop Owners
Vijaywada, Tirupati, Chitoor, Bhadadri, Mahubabad, Khammam,
Gadwal , Wanparthy, Nagarkurnool, Mahaboobnagar
COMMON TG & lOCATION FOR IDEAS - 3A &
3B
This activity is divided into 2 parts - Door to Door & LED Van
activity

31. UNIVERSE : 10 LAKH
REACH : 30000
CAMPAIGN PERIOD : 30 DAYS X 10 CITIES

32. WHY THIS TG?
Residence
s
A large portion of this segment is unaware of Solar
roof benefits and also if it's applicable to
residences.
Hotel & Restaurants
Hotels & restaurant segment has a huge
potential to use solar power to reduce not only
electricity but also to reduce the cooking gas
consumption by using induction based
equipments

33. We will do recce city/area wise prepare a outline to promote
solaroof team wise, area wise. Promotion will be done via Fliers,
SMS/whatsapp/ Digital prior to the activity.
Promoters will select an area, visit and personally invite people to
come to a specified place for a meet where they can learn how
they can earn from electricity.
Eg: Promoters will visit each residential association, house in
assigned area, invite them to the promotion area. The promotion
area preferably a small conference hall will be equipped with LED
TV to explain & present the benefits over a high tea/ snacks.
The promotion & meeting area will have a prominent branding of
Tata to establish the trust

34. At the venue, we will be demonstrating how SOLAROOF
works in an easy to understand infographics, explain the
benefits, Net metering, how they will actually earn from
electricity. This meeting will also have a Q&A session to
clear any doubts. The team will collect data, handover
product brochure & book a visit to their house for
estimation.
Similar exercise will be replicated at Hotel/restaurants,
bunglows where the promoters will approach the
appropriate authority/association and invite them for this
meeting.

35. ESTIMATED COST : 45 lakh
ESTIMATED LEAD GENERATION :
8000

36. LED VAN ACTIVITY
UNIVERSE : 3 LAKH
REACH : 30K
CAMPAIGN PERIOD : 2 VANS X 15 DAYS X 10 CITIES

37. LED VANS are perfect way to reach out to the targeted
audience outside their residences or offices. A mobile
unit that can travel to busy places in cities/towns and
interact with the TG.
Vijaywada, Tirupati, Chitoor, Bhadadri, Mahubabad,
Khammam, Gadwal , Wanparthy, Nagarkurnool,
Mahaboobnagar
FOCUS CITIES

38. We will be running house structured LED VANS with
SOLAROOF on top. This van will also contain household
appliances which will be shown operating from power
generated by SOLAROOF. The LED screen will be
explaining how SOLAROOF functions in a very easy to
understand AV. They will also emphasize that how
installing a this system can become an earning member of
their family
Promoters at the Van will interact with all visitors, collect
details and try to schedule a visit
These vans will be placed at posh residential areas as well as near shopping
malls, market places etc. & also possibly near electricty bill collection centers

39. ESTIMATED COST : 35 lakh
ESTIMATED LEAD GENERATION :
3000

40. ACTIVATION IDEA 4
CREATING A PROPERTY FOR BRANDING (CSR)

41. CREATING A PROPERTY FOR BRANDING (CSR)
TARGET GROUP : Travelers, Shopkeepers
LOCATIONS : Market Places, Busy Areas
CAMAPIGN PERIOD : 6 months/permanent structure
UNIVERSE : 50K
REACH : 5K

42. Going by the MNC’s philosophy we can create an
option to build a property for SOLAROOF. To solve
the problem of cold drinking water in this summer,
we can install a SOLAROOF powered water cooler
which will be constructed at a populated place like
a market with prominent visibility. This will be open
for public usage and will have a Branding - Built &
Managed by the MNC
We can also create a small enquiry box for
SOLAROOF, to generate database and

44. ACTIVATION IDEA 5
MNC SMART MSME AWARD

45. MNC MSME AWARD
TARGET GROUP : MSME
LOCATIONS : 10 locations across Telengana & AP
CAMAPIGN PERIOD : 60 days
UNIVERSE : 5 LAKH+
REACH : 5OK

46. • Best use of technology
• Best use of recycling
• Safety
This invitation will also have product brochure of solaroof as the smartest choice for MSMES
• Best use of renewable energy
• Facility Management
• Waste Management etc.
To tap the MSME segment & also to create a share of mind, we propose to
have an event based activation - MNC MSME awards. MSMEs always look for
recognitions to create their brand identity & to expand their business. MSMEs
will definitely be interested to take part in such kind of events.
We will invite entries from all MSMEs on the basis of few simple pre-defined
parameters as suggested by MNC. Their set up will be inspected by a neutral
jury and the winner list will be prepared. The suggested parameters can be
as below:

47. • There will be an extensive recce to identify & create a database of MSME
across Telangana & AP.
• We will conduct a round of promotions via digital/fliers, whatsapp/SMS to
promot the event.
• A team of promoters will be assigned to cover 10 different predefined
locations. Each team will cover their assigned territory and reach out to as
many MSMEs possible. Here they will not only promote the event but also
Solaroof's solution for MSMEs and will try to schedule a visit.
• The concerned person at the company will then be presented with an
invitation from MNC to take part in an unique challenge. To increase
participation, MSMEs will be offered a certificate of participation
irrespective of results.
• After the entry forms are received, there will be a visit planned to the MSME
to along with jury member(s), which will be another chance for us to interact
with MSMEs, also to indirectly inspect the premises. This information may
be used later to give an accurate quote to the said MSME.
SMART MSME

48. • All contesting MSMEs will again be invited for a finale evening to give
away the prizes
• The awards will be felicitated by MNC.
• We will also use the platform to present and promote Solaroof and
explain how this will increase their profitability and how this is a
smarter choice for them.
This event will be highlighted with series of post event PR & Posts
digitally & in local newspapers.

49. Total MSME to be touched : 1000 (100 per location x 10 locations)
Total expected entries : 100 entries
Event to be attended by : 100 x2 members

50. Thank
You...
More awards at : www.vritti.co.in/awards