The Indian domestic energy provider brand, Luminous Power Technologies has launched a comprehensive 360-degree marketing campaign, in partnership with Rajasthan Royals (RR), to commemorate 2025 as the ‘Year of the Royal Celebration’ during Indian Premier League (IPL).
As the team’s title sponsor, Luminous is using the campaign to foster a national conversation about solar adoption and sustainability, as well as to improve its position as the go-to brand for comprehensive solar solutions.
Through thorough market research, Luminous discovered a vital insight: customers are confused and mistrustful due to the proliferation of unverified suppliers and a lack of awareness about actual solar expertise. Many customers see solar adoption as expensive and complicated. To fight this, Luminous will highlight its unrivalled solar knowledge and cutting-edge technology, as well as its 37-year history of providing energy solutions.
The marketing effort is centred on Luminous’ latest brand videos, which feature RR players discussing the promotion of solar energy adoption utilising Luminous’ energy solutions in a novel, conversational style. Through fun, engaging, and catchy storylines, RR players Yashasvi Jaiswal, Riyan Parag, and Dhruv Jurel can be seen communicating directly to consumers, particularly the uninitiated, via their fellow teammates, about how Luminous has emerged as “India’s Solar Expert” by providing hassle-free, end-to-end solar solutions and services. “Solar Lagao, Luminous Ko Bulao” becomes the marketing effort’s rallying cry, symbolising the brand’s connection with people moving to an energy-independent India.
Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies, commented, “Our strategic brand partnership is invaluable in amplifying our mission to establish Luminous as India’s foremost and trusted solar expert. Through a comprehensive 360° marketing approach, encompassing impactful ATL, BTL, and digital campaigns, we aim to create stronger awareness on solar adoption and the range of solutions and services available under one brand. Beyond visibility, we will be actively educating consumers and empowering communities through skilling initiatives.
“By seamlessly integrating OTT, television, offline activations, social media, and partner engagement, we are fostering user engagement, strengthening brand advocacy and solidifying Luminous as the trusted leader in the solar energy category.”
The ‘Year of the Royal Celebration’ campaign goes beyond traditional marketing, combining purpose-driven efforts with immersive consumer involvement. The campaign caters to all consumer stages, resulting in a joyous brand experience and rapid market penetration. The T20 Command Centre serves as the campaign’s strategic execution core for live coverage, real-time planning, and social media coordination, capitalising on the excitement of live matches to create memorable moments that connect with viewers throughout platforms.
Beyond OTT and digital, Luminous is utilising the complete range of current marketing methods. In-stadium presence guarantees that Luminous branding dominates RR home games, with LED perimeter boards, large screen commercials, and unique Luminous-branded cheering paraphernalia in the designated Luminous Stand.
Key high-traffic crossroads in IPL cities are lighted with eye-catching OOH and hoarding displays. Campaign branding and product education kiosks are being installed in shopfronts and partner sites around the country for retail and omnichannel purposes. Online, exclusive bargains, Amazon site takeovers, and a “Play n Win” quiz all contribute to e-commerce integration and engagement. On-the-ground activations and gamified experiences enhance internal alignment with channel partners and employees.
Furthermore, collaborations with leading digital creators drive a surge of real, wide-reaching stories. Meanwhile, branded content series such as “Royals Unplugged” and “Inside the Royals Net” provide personal peeks into players’ lives while highlighting the solarisation of their houses.
Luminous hopes that by reaching out to and engaging millions of cricket fans, it would be able to amplify its solar adoption activities. Social effect is still interwoven into the promotion, with initiatives like #PinkPromise linking the excitement of cricket to real donations to underprivileged areas.
Amit Nandwani, National Creative Director, Cheil X, said, “In a market cluttered with fly-by-night operators, Luminous stands out as an established and credible player in the field of Solar power solutions. We wanted to drive home this point in an entertaining and non-preachy manner. And who better to do it than the swashbuckling trio of Yashasvi, Riyan and Dhruv Jurel. The ads feature them in a humorous exchange, using light-hearted banter to talk about the attributes that make Luminous India’s only home solar expert.”