Avaada Group has launched Always Clean Always On a new brand platform that positions reliable clean energy as the backbone of the AI economy. Premiered on Kaun Banega Crorepati, the campaign argues that the rapid rise of AI, automation and digital industry will demand continuous clean power rather than incremental grid upgrades.
The campaign film explores how data centres, automated factories, smart systems and real time services place intense pressure on electricity supply. By showing how a simple voice command or chat with an AI assistant triggers extensive computation, Avaada draws a direct line between everyday digital activity and large scale energy use.
Chairman Vineet Mittal said digitalisation is now the foundation of global economic growth, not just a passing trend. He noted that AI, precision manufacturing and real time analytics depend on enormous volumes of electricity and that future demand will rise exponentially rather than linearly. If the future runs on intelligence, he argued, then intelligence must run on clean power.
Mittal said Avaada commitment is to ensure that innovation does not come at the cost of the planet. The Always Clean Always On positioning reflects the company readiness to serve as an energy backbone for AI led industries through solar, wind, hybrid systems, pumped hydro and battery storage solutions that are sustainable, reliable and scalable.
ADVERTISEMENT
Created by Leo India, the film uses a child interaction with an AI assistant to ground the idea in a familiar setting while still hinting at the invisible infrastructure behind it. During the television launch, Amitabh Bachchan voiced a segment that highlighted the growing gap between rising demand and dependable supply.
The campaign also touches on wider concerns around energy availability for data centres, advanced manufacturing and digital services across global markets. Avaada positions its renewable and storage portfolio as part of the solution to this emerging bottleneck. Future extensions of the campaign will explore electric mobility, advanced manufacturing and green hydrogen, running across print, digital and outdoor channels.
With Always Clean Always On, Avaada seeks to move the energy conversation from tariffs and capacity additions to resilience and climate aligned growth, presenting clean power as essential infrastructure for India next wave of digital innovation.
Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.
