Bangalore : In a category dominated by savings, subsidies and specs, Tata Power is celebrating emotion and lifelong trust.

With its new campaign for Tata Power Solaroof, anchored in the line “Yeh On Toh Quality Lifelong,” the brand reframes rooftop solar from a functional installation to a lifelong relationship.

The insight is cultural: Indian homes are built on permanence. Trust is lifelong. Love is lifelong. Responsibility is lifelong. So why shouldn’t your Rooftop Solar be?

The campaign redefines Tata Power Solaroof as an emotional commitment rather than just a functional utility. By shifting the focus from saving on electricity bills to securing a future, the brand positions these panels as a “partner in permanence” that offers the same enduring trust as the Tata name. Ultimately, the campaign elevates the product into a badge of assurance and a silent guardian for the home, ensuring that quality and peace of mind last a lifetime.

Commenting on the campaign, Jyoti Kumar Bansal – Chief Brand & Communications, Tata Power said: “ The “Lifelong” campaign brings alive Tata Power Solaroof’s core proposition “Yeh On Toh Quality Lifelong” in a unique and emotional narrative that shifts the conversation from mere savings on electricity bills to the lifelong promise of reliability (efficiency) and peace of mind (emotional efficiency) that distinguishes us from all other players in the market.

It brings alive our brand as a part of the consumers’ life, securing a future, powering dreams through seasons and generations. As market leaders, we are proud to be bringing new customers into the category every day with not only unique product solutions but also storytelling that gives them comfort and pride.”

Backed by tangible proof points: a 25-year module warranty, 3.5 lakh+ installations, 4.4 GW+ rooftop capacity and up to 80% bill reduction, the emotional narrative is supported by scale and credibility.

As India accelerates toward decentralized clean energy adoption, further catalysed by the Government of India’s PM Surya Ghar: Muft Bijli Yojana, which aims to solarize one crore households, Tata Power’s latest campaign underscores its role as a trusted enabler in this national mission.

In a cluttered renewable energy space, “Yeh On Toh Quality Lifelong” positions Tata Power Solaroof not just as a solar solution, but as a promise.

Because the best investments aren’t temporary. They’re lifelong.