The Madhya Pradesh government has launched ‘Mera Solar, Bada Honhaar’, a rooftop solar awareness campaign fronted by actor and writer Piyush Mishra, conceived by Bare Bones Collective with the Council on Energy, Environment and Water (CEEW) on board as knowledge partner.
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The campaign’s central wager is restraint. Rather than instructing households on installation steps or subsidy mechanics, the film leans on Mishra alongside real homeowner testimonials, letting the case for rooftop solar emerge through ordinary conversation instead of messaging that announces itself as a public service ad.
Girish Narayandass, co-founder and chief creative officer of Bare Bones Collective, framed the brief as a corrective, rooftop solar’s importance to India’s energy transition has rarely been matched by communication people actually want to watch, and Mishra’s presence helped the idea click into place.
Mishra brought his own frame to it too, recalling a Gwalior childhood where electricity was discussed in strictly practical terms, cost, savings, what could be cut. He pointed to the campaign’s tone as its strongest asset, calling out its lack of noise or exaggeration and praising the steady, unglamorous honesty of the underlying message itself.
For CEEW’s Reethira Kumar, the task was less about awareness and more about giving rooftop solar a personality households could relate to, especially as the government pushes adoption through the PM Surya Ghar: Muft Bijli Yojana subsidy scheme.
The campaign will run across digital advertising, radio and on-ground outreach in five Madhya Pradesh cities.
