Freyr Energy has launched “Rishta Pakka,” its first ad film, with brand ambassador Rohit Sharma. The film is part of the company’s “Solar Ho, Toh Freyr Ho!” campaign and arrives ahead of Dussehra.
The hook
The first three seconds open inside a traditional Indian wedding proposal. That choice does immediate work: it tells viewers this is a family decision, a trust decision and a moment that requires a clear yes. Before a single panel appears, the emotional stakes are already familiar. It is a cultural shortcut. The audience already knows the questions, the formality and the need for approval, so the solar message arrives with low resistance.
Freyr Energy does not begin with technology. It begins with a ritual that Indian households already know how to evaluate.
The structure of the film
The rishta framing becomes the container for the entire adoption journey. The film moves through what usually makes rooftop solar feel heavy: subsidies, potential savings, requesting a proposal, loan approval, design, installation and tracking savings. This matters because rooftop solar is a high-consideration purchase. Homeowners worry about cost, payback and whether the company will deliver after installation. The film answers those concerns inside a story that feels warm.
By placing those steps inside a matchmaking conversation, the film turns a technical purchase into a relationship decision. The tagline, “Solar Ho, Toh Freyr Ho!”, lands as a family promise rather than a product claim.
The idea and the brief
Radhika Choudary, co-founder and director of Freyr Energy, said the film is meant to make solar adoption simpler for Indian homeowners. It presents solar as a dependable, everyday home choice, rather than a large and uncertain risk.
That brief is visible in the central creative idea. A rishta is personal, carefully considered and built on trust. Freyr Energy borrows that frame to position rooftop solar as a dependable home decision, not an intimidating infrastructure project. The result is an ad that never feels like a solar explainer, even though it covers the full journey from enquiry to savings tracking.
The film also has a clear market task: supporting Freyr Energy’s expansion into Tier 2 and Tier 3 cities, where residential rooftop solar adoption is a growth focus.
Where it is running
Rohit Sharma shared the film on his social media accounts. Freyr Energy is also running it on its own social channels. The release is timed ahead of Dussehra, a period when many Indian households are already considering significant new commitments.
The celebrity share gives the film a broad top-of-funnel push. The brand channels can then convert interest with product detail.
Steal this
For a smaller brand, there are three moves worth borrowing:
- Use a familiar life ritual. A rishta carries meaning before the product enters the story.
- Make the process the plot. Proposal, loan approval, design, installation and savings tracking become the scenes.
- Anchor with a trusted face. Rohit Sharma attracts attention, but his role here is to reinforce reliability.
The larger lesson: when a category feels technical, don’t simplify the information. Simplify the emotional frame around it. None of these moves require a celebrity budget. They require choosing a ritual your audience already trusts.
Watch the original: Freyr Energy on YouTube
Source: Afaqs!
