ON PURPOSE Wins Mandate for Implementing Solar Rooftop Adoption Campaigns across 7 States

Continuing its client acquisition spree, ON PURPOSE has been signed on by KPMG in India for a 2-year period, as part of a larger mandate from Asian Development Bank (ADB). As the communications agency, ON PURPOSE has been charged with implementing an integrated communications programme for consumer awareness and behavioural change for solar rooftop adoption across 7 States/Union Territories.

ON PURPOSE will deliver on strategic counsel and audience segmentation; messaging and creation of content and State-wise localization. The agency will work closely with consortium of KPMG in India and Idam Infrastructure Advisory Private Limited for market development activities which includes sensitizing audiences and putting in place processes for facilitating proactive engagement and developing focused consumer awareness campaigns for large scale adoption of solar rooftop systems in the States/ UTs of Karnataka, Tamil Nadu, Kerala, Goa, Lakshadweep, Andaman-Nicobar, and Puducherry.

The brief also envisages ON PURPOSE helping Discoms and State agencies design market awareness campaigns using mass media tactics and tools like local television & print advertisements, radio spots, social media ; front-end development of marketing collateral for outreach programs and extend support to State teams on developing marketing and communication related toolkits.

Commenting on the addition of this new mandate Girish Balachandran, Managing Partner, ON PURPOSE said “given our expertise in the clean energy sector, we are excited to once again help drive behavioural change by punching up the narrative on solar roof top adoption. We have recently bolstered our team strength with senior hires who will help us deliver on this pan-India integrated communications programme” he added.


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