Defiant Adani releases ad campaign highlights green energy

A defiant Adani Group, exactly 30 days after the Securities & Exchange Commission of the U.S. indicted its chairman Gautam Adani and his nephew Sagar Adani in an alleged bribery case and the U.S. Court of Justice issuing summons concerning the Adani Green Energy case, has released an advertisement campaign “Hum Karke Dikhate Hain” featuring its wind energy business, which is an extension of the previous such campaign that was released to counter the Hindenburg report.   

“Building on the success of its previous edition, this multi-media, multi-platform campaign moves beyond the conventional corporate strategy of emphasising statistics and figures to focus on inspiring human-interest stories. These narratives showcase the profound, positive impact of Adani’s infrastructure projects on the lives of millions of Indians,” the Group said in a statement.

The inaugural film of the campaign, “Pehle Pankha Phir Bijli” (First Fan, Then Electricity), developed by Ogilvy India, tells the story of a young village boy who, against all odds and facing ridicule, believes a fan can bring electricity to his village as told by his father. 

His steadfast faith is rewarded when he witnesses an Adani wind turbine generator powering and illuminating his entire village with clean energy. “This emotional narrative not only emphasises the power of human conviction but also reflects Adani’s unwavering commitment to building a bright future for all,” the statement added.

Pranav Adani, Director, Adani Enterprises Ltd. said, “This campaign truly embodies the essence of the Adani Group. While we are acknowledged for our size, speed and scale, what distinguishes this initiative is its power to touch hearts. It reflects our unwavering commitment to harnessing infrastructure as a catalyst for meaningful change. 

“By emphasising the human stories behind our businesses, we aim to create deep emotional connections and underscore our dedication to driving positive change in the lives of millions of Indians,” he added.

Piyush Pandey, Chief Advisor for Ogilvy India, said, “This is a touching film about an important benefit to the consumers. It is not a chest-thumping statement of technological expertise of Adani Renewables. It captures the human-first belief of Adani.”

The timing and green energy, the Adani’s infrastructure sector chosen for the campaign is significant.