National, October o6, 2016
8minutes, an unusual name, refers to the time it takes for solar rays to reach Earth. 8minutes is India’s full-service solar power company that designs, installs, finances and maintains residential and commercial rooftop solar systems. The company focuses specifically on the home segment, and is perhaps the leading player in Delhi/NCR in the consumer/business space with ambitious plans. They recently installed a rooftop solar system for Modern School, Barakhamba Road. It has mega advertising plans and extensive ATL and Digital marketing activities are in progress.
The USP of 8minutes is zero upfront cost. The customer pays only for the electricity they consume with the solar panels, which is far lower than what they pay the power company. The company pays for the equipment and installation.
The customer also has the option of paying a one-time cost for the solar system, and nothing else for the solar power generated.
With both the payment models, the excess power generated with the solar panels during the day is sent to the power grid, which is adjusted against the units consumed during the night from the grid.
Says Dev Arora, MD of 8minutes, “Solar energy is the future. In fact, it’s the need of the hour as the threat of global warming is looming large. Our advertising and marketing needs are diverse – we need both mainline and digital capabilities. In Brand Bazooka we found the perfect partner.”
Arjun Srihari, Head - Partnerships of 8minutes adds, “We have a great product, and now it’s up to the communication to convince customers to switch to solar. We will follow a multi-pronged approach that leverages the strength of every media.”
According to Vineet Karwal, Co Founder of Brand Bazooka, “Today it’s the evolved and the environmentally conscious who opt for solar energy. Further, you need enough terrace space to install the panels, which again means our target group, at least in Delhi-NCR, is the affluent. We have tailored our communication to appeal to this segment.”
Says Sabu Paul, Chief Creative Officer of Brand Bazooka, “It’s refreshing to work on a solar solutions provider that’s in the consumer/business space who’s out to change the face of power generation and consumption in the country. 8minutes is all about giving power to the people. Our work has to do justice to this, and this calls for unconventional, radical creative solutions.”
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