Avaada Group has unveiled its new brand campaign, Always Clean, Always On, focusing on the fast-rising energy demands created by AI-driven industries and India’s digital expansion. The campaign debuted during Kaun Banega Crorepati, signaling the company’s intention to position uninterrupted clean energy as a vital pillar of the country’s technological advancement.

The campaign film underscores how AI adoption, automated manufacturing, data centres and smart systems are intensifying pressure on electricity infrastructure. Avaada uses this narrative to argue that future-ready industries cannot function without reliable, round-the-clock clean power.

Vineet Mittal, chairman of Avaada Group, emphasised that digitalisation forms the backbone of global economic progress. He noted that AI, automation and precision manufacturing depend heavily on vast amounts of electricity. “The energy needs of tomorrow are exponential,” he said, adding that the intelligence powering these innovations must itself be supported by clean, dependable energy sources.

Mittal further highlighted Avaada’s commitment to building sustainable energy systems through solar, wind, hybrid projects, pumped hydro and battery storage—all designed to meet the emerging power demands of the AI economy without harming the environment.

Created by Leo India, the campaign film uses a child’s conversation with an AI assistant to demonstrate how even simple digital interactions trigger massive backend computing and energy consumption. Amitabh Bachchan voiced a segment during the TV launch, stressing the widening gap between rising energy needs and dependable supply.

The campaign also addresses global concerns over energy shortages affecting data centres, manufacturing and digital services. Avaada plans to extend the campaign to themes such as electric mobility, advanced manufacturing and green hydrogen across print, digital and outdoor platforms.