Sunora Solar × MyFM — Planting Solar in the Minds That Matter Most

The Brief

Awareness Without Action Is Just Noise

Sunora Solar had a mission that went beyond selling panels — they wanted to shift how Indian households thought about energy. Not just as a utility bill to pay, but as a choice with consequences for the city, the country, the planet.

The challenge was a familiar one in purpose-led marketing: how do you move people who aren’t actively looking to be moved? Adults have established habits, entrenched decisions, and limited bandwidth for brand messaging. A solar ad reaches them and disappears. We needed something that would stick. Something they couldn’t scroll past.

That something turned out to be their children.

The Core Strategy

Don't Interrupt the Parent. Inspire the Child.

MyFM India runs the Rangrez Competition every year — a national art and creativity initiative across schools, where students participate around a central theme. We aligned Sunora Solar with that theme: Green & Clean City.

This was the insight that shaped everything: a child who spends a school day drawing a solar-powered, smog-free city, who hears an RJ talk about clean energy, who wins a prize for imagining a greener future — that child goes home and talks about it. At dinner. In the car. Before bed. And the parents listen, because it’s their child speaking, not a brand.

The Strategic Idea

Children as the Most Credible Brand Messengers

Parents don’t trust ads. They trust their children. The Green & Clean City initiative was designed to place solar awareness at the centre of a child’s lived experience — so that when the message reached the dinner table, it wasn’t a brand campaign anymore. It was a family conversation. And family conversations change minds.

"We weren't marketing to children. We were marketing through them — to the homeowners, the business owners, the decision-makers sitting across the table every evening."

How It Worked

From Classroom to Conversation — The Journey

The Collaboration — Sunora Solar × MyFM Rangrez

We partnered with MyFM India's annual Rangrez Competition — one of India's largest school-level creativity campaigns — and aligned Sunora Solar's Green & Clean City message as the campaign's core theme. This gave us immediate access to thousands of students, schools, teachers, and by extension, their families — without cold outreach, without paid interruption.

School-Level Competitions Across the Nation

The Rangrez Competition was run school by school, city by city — at a national scale. Each school held its own competition around the Green & Clean City theme. Students created art, wrote stories, built models — all centred on what a cleaner, solar-powered future could look like. This wasn't a one-hour assembly. It was an immersive creative experience that embedded the message deeply.

RJ & Sunora Solar Team on the Ground

MyFM's RJs didn't just amplify the campaign on air — they showed up. At school events, the Sunora Solar team and MyFM RJs were present together, engaging students directly, making the experience feel real, exciting, and worth talking about. The presence of a radio personality made the moment memorable — something a child would recount at home with genuine enthusiasm.

The Grand Finale — One National Stage

Beyond the school-level rounds, a final national competition was organised — bringing together winners from across the country. This created a moment of celebration, media coverage, and visible community around the Green & Clean City movement. It turned a school activity into a national conversation, and gave Sunora Solar a platform at the centre of it.

The Dinner Table Effect

This was always the final step in the strategy — the one that never appeared on any brief but was planned for from the very beginning. A child who participated, who won, who met an RJ, who drew a solar city — that child carries the message home. They tell their parents. And in that moment, Sunora Solar's message reaches the exact person who makes household energy decisions, delivered by the most trusted voice in that person's life.

The Podcast Layer

Taking the Conversation Beyond the Classroom

On-ground campaigns live and die at the event. We needed this one to travel further. So alongside the Rangrez Competition, we planned a podcast that extended the Green & Clean City conversation to a wider, adult audience — the very decision-makers the school strategy was trying to reach indirectly.

Featured Podcast Episode

Green & Clean City — Why Solar Is the Future We Have to Choose

Host
RJ Palak
MyFM India, Surat

Guest
Niyati Patel
Brand Strategy Manager, Sunora Solar

The podcast served as the campaign’s intellectual backbone — the place where the why behind the Green & Clean City initiative was articulated clearly and compellingly for an adult audience. RJ Palak brought the reach, the credibility, and the conversational warmth of radio. Niyati brought the strategy, the solar context, and the brand’s vision. Together, the conversation did what no ad could: it invited listeners into a genuine dialogue about solar adoption, clean cities, and the role every household plays in getting there.

Strategy, Partnership, and Every Layer In Between

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Partnership Strategy

Identified MyFM’s Rangrez Competition as the right vehicle and shaped how Sunora Solar’s positioning would integrate into the existing campaign without feeling like a sponsorship add-on.

🧠

Campaign Strategy

Designed the “dinner table” insight as the strategic core — working backwards from the desired behaviour change in adults to build an activation that reached children first.

📣

On-Ground Activation

Planned the school-level presence — how the Sunora team and RJs would show up, what the brand experience would feel like, and how to ensure maximum memorability for the students involved.

🎙️

Podcast Concept & Participation

Conceived and participated in the podcast alongside RJ Palak — articulating the campaign’s purpose and the broader vision for solar adoption to a listening adult audience.

📢

Messaging & Brand Voice

Ensured Sunora Solar’s voice across the campaign — at school events, in radio promotions, and in the podcast — was consistent, purposeful, and never preachy.

🏁

National Finale Planning

Shaped the strategy for the national grand finale — how it would be positioned, what it would communicate, and how to maximise Sunora Solar’s visibility at the movement’s peak moment.

The Thinking Behind It

Three Decisions That Made This More Than a Campaign

Children Are Not the Audience. They Are the Channel.

Most brands treat a school activation as CSR optics. We treated it as a precision media strategy. Children are the most trusted, most credible, most emotionally connected messengers in any household. Designing an experience that gave them something worth talking about was the entire point.

Partnership Over Placement

We didn’t buy a logo on a MyFM banner. We embedded into something that already had meaning — Rangrez — and added value to it. That’s the difference between being a sponsor and being a collaborator. One gets noticed. The other gets remembered.

The Podcast Was the Adult Entry Point

The school campaign reached parents through their children. The podcast reached them directly — but in a format they chose to engage with, not one pushed at them. Together, the two formats created a pincer movement: the message arrived from both directions, and landed twice.

Skills & Thinking Applied

What Went Into This

What This Proves

The most sophisticated marketing doesn’t always feel like marketing. The Green & Clean City initiative reached decision-makers not through ads, not through sales calls, but through the people those decision-makers love the most. That’s not a campaign. That’s a strategy built on a deep understanding of how human beings actually change their minds — and who they trust when they do.

Let's Build Something That Matters

Strategy that reaches people where it counts.

Campaigns · Collaborations · Ideas worth talking about.

notes of Niyati