Tata Power launches second phase of emotional connect

MUMBAI: Tata group company, Tata Power, has launched the second phase of its " emotional connect with Mumbaikars" campaign focusing on essentials like trains, hospitals and refineries.

"The Phase II communication talks about the manifestation of the commitment in relatable terms to Mumbaikars and focuses on essential services like trains, hospitals and refineries," a release issued by the company on Thursday said.

Advertising agency Dentsu is handling the campaign which will use media properties like branded BEST buses and local trains, it added.

Trains, hospitals and refineries are essential services and the company services all the three along with others like airport, BARC and the port, the release said.

The campaign communicates through an emotional pitch a Mumbaikar can relate with, the release said, citing the local train ad which is from the perspective of a daily commuter who depends on local trains and his memorable experiences thereon.

As a part of Phase I of the campaign, the company had communicated its commitment in keeping Mumbai energised.

Tata used to be a B2B player in the power segment, providing bulk power but got into the consumer segment after changes in the legal framework paved the way for competition in electricity supply.