Vikram Solar Limited has announced the second edition of its ‘Sixes for Solar’ campaign in partnership with Kolkata Knight Riders (KKR), reinforcing its positioning as a clean energy advocate while deepening its sports-led marketing strategy. The initiative builds on the previous year’s momentum, linking on-field cricketing performance with tangible sustainability outcomes.
Returning as KKR’s Clean Energy Advocate, Vikram Solar is expanding the scope of the campaign by directly connecting every six hit by the team to the solarisation of homes. The concept continues to centre on a straightforward consumer proposition: each boundary-clearing moment contributes to providing clean, reliable energy, reducing dependence on conventional power sources.
The campaign is designed to address key consumer concerns including rising electricity costs, inconsistent power supply and pollution caused by diesel generators. By translating cricketing excitement into real-world solutions, the brand aims to position solar energy as both practical and accessible for everyday use.
To support the second phase, Vikram Solar has launched a television campaign featuring KKR players Rinku Singh, Rachin Ravindra and Finn Allen. The creative approach focuses on relatable, everyday scenarios that mirror the challenges faced by millions of Indian households and businesses.
The film depicts situations such as a factory dealing with high electricity costs, a neighbourhood impacted by generator pollution and a household experiencing a power cut. In each instance, the narrative introduces a simple and symbolic solution: “Ek Vikram Solar Six lagaa do.” The storytelling device uses cricket as a metaphor to drive home the brand’s core message, linking each six to visible transformations such as rooftop solar installations, reduced generator use and uninterrupted power supply.
By aligning cricketing milestones with sustainable change, the campaign seeks to make solar energy more relatable and emotionally engaging. The integration of sport and purpose-driven messaging enables Vikram Solar to extend its reach beyond traditional communication channels and tap into cricket’s widespread appeal.
Gyanesh Chaudhary, chairman & managing director, Vikram Solar, said, “Last year, ‘Sixes for Solar’ was about starting a conversation around what solar energy could mean for ordinary households. This year, we want to go further: every six should translate into a rooftop solarised, a generator switched off, and a power cut that doesn’t happen. Cricket reaches every corner of this country. If we can use that energy to make clean power feel less like a distant promise and more like something already underway, that is exactly where we want to be.”
Venky Mysore, ceo of Kolkata Knight Riders, added: “Cricket has always been about more than just the game for us at KKR, it’s about creating impact beyond the boundaries. As we continue our partnership with Vikram Solar for the second year, ‘Sixes for Solar’ is a strong example of that shared vision, where every six contributes to powering homes and creating meaningful change.”
The campaign leverages the cultural significance of cricket in India to amplify a sustainability message. By embedding brand purpose within match moments, Vikram Solar is creating a measurable and participatory framework that connects fan engagement with social impact.
With its continued association with KKR and a refreshed creative approach, ‘Sixes for Solar’ positions Vikram Solar at the intersection of sport, sustainability and community-driven storytelling, while strengthening its brand narrative around clean energy adoption.
