KP Group has launched a new campaign titled ‘India Ka Asli Power Play’, using cricket as a platform to promote conversations around renewable energy and sustainable progress. The campaign features Axar Patel, KL Rahul, Kuldeep Yadav and Ashutosh Sharma, extending the messaging beyond sport to focus on India’s energy transition.
The initiative positions renewable energy as the country’s ‘real game changer’, drawing parallels between cricket strategy and sustainable development. Through the campaign, KP Group links the concept of a cricket ‘Power Play’ with the current phase of India’s transition towards cleaner energy sources, including solar, wind, hybrid solutions and green hydrogen technologies.
The campaign narrative shifts the conversation from spectatorship to participation by framing the renewable energy message within the context of the Delhi Capitals dressing room. The creative approach aligns the discipline, planning and precision associated with professional cricket with KP Group’s positioning in the renewable energy sector.
The campaign forms part of the company’s broader brand-building efforts as it expands visibility in the clean energy category. With a renewable energy portfolio exceeding 8.5 GW, KP Group is using sports-led storytelling and celebrity partnerships to communicate its role in India’s sustainability ambitions and infrastructure growth.
The use of cricket personalities is intended to increase audience engagement and improve message recall by connecting renewable energy conversations with one of India’s most widely followed sporting ecosystems. The campaign also reflects a growing trend among infrastructure and energy companies using sports marketing to create broader public awareness around sustainability and future-focused business initiatives.
Faruk G. Patel, md and chairman, KP Group, said, “In cricket, the Power Play defines the momentum of the game. At KP Group, we believe India is currently in its most crucial Power Play regarding energy transition. We are amplifying the message that the 'Asli Power Play' lies in Solar, Wind, hybrid, Green Hydrogen, and engineering innovations. We are proud that the Delhi Capitals dressing room stands with us in powering India’s future responsibly.”
The campaign is currently being rolled out across digital channels including YouTube, Instagram, X, LinkedIn and Facebook, reflecting a digital-first distribution strategy aimed at reaching sports and youth audiences across social and video platforms. Through multi-platform amplification, the company is seeking to strengthen audience engagement around renewable energy while leveraging the visibility of cricket-led content.
The initiative also highlights how brands in sectors beyond consumer goods are increasingly adopting entertainment and sports partnerships to build cultural relevance and connect with mainstream audiences through storytelling-driven campaigns.
