GREW Solar has rolled out a new brand campaign featuring cricketers from Gujarat Titans, built around the proposition “The Next Starts Here.” The film marks a decisive push by the solar manufacturer to build mass awareness beyond B2B corridors and enter mainstream consideration. By leveraging IPL-linked visibility, GREW is attempting to compress brand-building timelines in a category that is becoming increasingly competitive and capital-intensive.
From infrastructure to influence: a category shift
The campaign reflects a broader shift in how renewable energy brands in India are approaching marketing. Traditionally reliant on institutional sales and policy tailwinds, solar players are now investing in brand equity as the market matures and commoditisation pressures rise.
By associating with IPL talent, GREW Solar is borrowing cultural relevance and scale—two levers rarely used in this category until recently. This signals a transition: energy brands are no longer just suppliers; they are positioning themselves as consumer-facing, trust-led businesses.
IPL as a shortcut to credibility
The use of Gujarat Titans players is less about endorsement and more about signalling. In a fragmented market, IPL affiliations provide immediate recall and perceived legitimacy. For emerging brands like GREW, this reduces the lag between awareness and trust—critical in high-investment sectors like solar.
What this means for the industry
Expect more non-traditional categories—especially infrastructure, energy, and climate-tech—to enter high-decibel media environments. As competition intensifies, brand-building will move from optional to essential, even in historically low-visibility sectors.
Our insight
When solar brands start advertising like FMCG, it’s a sign the category is no longer niche—it’s entering a fight for mindshare, not just market share.