Avaada sparks ‘Always Clean, Always On’ push for AI era power

MUMBAI: Avaada Group has switched on a bold new brand campaign, “Always Clean, Always On”, placing clean, round-the-clock power at the heart of an AI-fuelled future. The campaign premiered on Kaun Banega Crorepati, using India’s most-watched television platform to ignite a national conversation about the energy demands of an increasingly electrified world.

As the next wave of industrial transformation gathers pace, driven by AI, smart factories and intelligent infrastructure, electricity has become the quiet engine room of global progress. Data centres, robotics and real-time computing are devouring power at an unprecedented rate, turning uninterrupted clean energy into the most valuable resource of the decade.

“Digitalisation is the foundation of economic growth. Behind every algorithm and every insight is an enormous amount of electricity. The energy demands of tomorrow will rise exponentially. If the future runs on intelligence, intelligence must run on clean power,” said Avaada Group chairman Vineet Mittal.

Mittal added that the campaign mirrors Avaada’s ambition to serve as the energy backbone of the AI economy, delivering scalable and sustainable power through solar, wind, hybrid systems, pumped hydro and battery storage.

With 6 GWp of operational capacity and more than 26 GWp under development, Avaada is positioning itself as a key player in powering India’s digital-first transformation.

The campaign film, created by Leo India, uses the curious questions of a child and her AI assistant to show the colossal burst of compute and electricity behind every digital interaction. The visuals build up to a stark reminder of AI’s soaring energy appetite and the need for clean, dependable supply.

The premiere features a resonant line voiced by Amitabh Bachchan, highlighting a world where questions themselves may dim if energy runs short.

Across global industries, power shortages are emerging as the next serious hurdle. Semiconductor plants, data centres and automated factories are all grappling with unreliable or inadequate supply. In this climate, energy certainty evolves into strategic leverage.

Avaada’s portfolio spans utility-scale renewables, storage, green hydrogen and soon green data centres, placing the Group at the crossroads of digital growth and decarbonisation.

While the flagship film spotlights AI’s heavy energy draw, upcoming campaign extensions will explore the rising electricity needs of electric mobility, advanced manufacturing, digital services and green hydrogen. The rollout continues across print, digital and outdoor platforms in the weeks ahead.