Avaada sheds light on the dark side of the data centre

Avaada Group, an integrated clean energy conglomerate, launched a brand campaign, ‘Always Clean, Always On’, underscoring the vital role of 24x7 clean power in an increasingly digitised and electrified world. The campaign made its debut on Kaun Banega Crorepati (KBC), the television quiz show, leveraging the platform’s reach to spark a national conversation around energy and the future of technology.

In a stirring voice during the campaign's premiere, quiz show host and veteran actor Amitabh Bachchan delivered a powerful thought, “Aaj ek AI search, kal crore AI searches... Sochiye, kal kitni urja chahiye hogi in sab ko? Aur agar woh urja hi na rahi… toh sawal bhi ruk jayenge, jawab bhi… sirf andhera.” (One AI search today, a billion tomorrow- imagine the energy it will need. And if that energy runs out, there will be no questions, no answers… only darkness.)

This isn’t just a creative metaphor; it reflects a critical inflection point. As the world enters the next wave of industrial transformation, driven by Artificial Intelligence (AI), advanced manufacturing, and intelligent infrastructure, energy has become the new currency of progress.  The computing power behind AI, robotics, data centres, and smart factories requires uninterrupted, scalable, and sustainable electricity like never before. Yet, power availability is emerging as the single biggest constraint to this future. In this high-demand scenario, developers who can deliver clean energy at scale, round the clock, are uniquely positioned to lead.

“Digitalisation is not just a trend, it is the foundation of global economic growth,” said Vineet Mittal, chairman of Avaada Group. “AI, automation, and precision manufacturing are reshaping industries, but behind every algorithm, every product, and every real-time insight is an enormous amount of electricity. The energy demands of tomorrow are not linear; they are exponential. If the future runs on intelligence, then intelligence must run on clean power.”

With 6 GWp of operational renewable energy capacity and over 26 GWp under implementation, Avaada Group is strategically positioned to power the next wave of AI-driven digital transformation, by delivering the clean, scalable energy foundation that tomorrow’s intelligent infrastructure demands.

The campaign film, created by Leo India, is a visually compelling story told through the eyes of a child interacting with an AI assistant. Each innocent query- “why?”, “how?”, “what if?”- unleashes massive digital activity behind the scenes. This is visualised through the scale of compute power and electricity consumption required to deliver AI responses. As the narrative zooms out, the viewer witnesses the rising energy intensity of AI, juxtaposed against the pressing need for clean, uninterrupted power.

Across the globe, power constraints are emerging as a key bottleneck to economic and digital expansion. From semiconductor fabs and hyperscale data centres to automated factories, new-age industries are facing delays and disruptions due to unreliable or insufficient energy availability. In this environment, energy certainty becomes a strategic advantage.  

While the flagship film focuses on AI’s burgeoning power needs, upcoming extensions of the campaign will spotlight the energy demands of emerging sectors such as advanced manufacturing, electric mobility, digital services, and green hydrogen production. The integrated campaign will roll out across print, digital, and outdoor platforms over the coming weeks.

Campaign’s take: In Leo India’s latest work for Avaada, a child’s curiosity becomes a logistical hazard. A simple prompt to an AI chatbot triggers a butterfly effect—or rather, a blackout effect—plunging hospitals, railways, and corporate offices into darkness. It’s a dramatic, perhaps slightly dystopian, reminder that ‘the cloud’ isn't floating on air; it’s tethered to a voracious power grid.

We love our generative AI, but we often forget it eats electricity for breakfast. The campaign spotlights the uncomfortable friction between our digital addiction and the planet’s capacity to power it.

By juxtaposing the innocence of a ‘Why?’ with the gravity of infrastructure collapse, the ad underscores the widening gap between the explosive demand for compute power and the lagging supply of clean energy. Avaada uses this tension to position itself not merely as a green energy supplier, but as the necessary backbone of the AI economy.

Whether through solar, wind, or pumped hydro, the message is clear: if the future is automated, the grid must be updated. It’s a shrewd pivot, moving the conversation from saving polar bears to saving our server uptime, proving that reliable, scalable innovation cannot exist without a sustainable battery pack.