BC Web Wise has rolled out #SocialRefresh, a digital-first campaign for Tata Power that encourages users to build healthier social media habits by consciously reshaping their Instagram experience.
Extending Tata Power’s long-standing sustainability philosophy beyond energy conservation, the campaign highlights the importance of preserving mental well-being and reducing digital fatigue. Instead of asking people to disconnect from social media, #SocialRefresh promotes intentional engagement to create more meaningful online experiences.
The initiative follows a simple three-step framework – Reset, Discover and Interact – enabling users to retrain Instagram’s algorithm by engaging with content that aligns with their interests and personal growth. Participants are encouraged to explore categories such as learning, fitness, art and inspiration, helping their feeds become more relevant and positive over time.
To support the campaign, Tata Power and BC Web Wise have partnered with a network of digital creators who have curated value-driven content accessible through dedicated Instagram Highlights, making it easier for users to discover enriching content.
Speaking about the campaign, Yorick, Senior Creative Director at BC Web Wise, said the idea was to address digital fatigue by helping people work with algorithms instead of against them. Niraj, Group Head – Design, added that the initiative is designed as a behavioural intervention that transforms Instagram into a more purposeful space.
Jyoti, Chief – Brand & Communications at Tata Power, said sustainability today extends beyond energy conservation to protecting attention, mental well-being and healthier digital lifestyles.
Conceptualised and executed by BC Web Wise, #SocialRefresh is being promoted across digital platforms as an initiative aimed at encouraging mindful, positive and sustainable digital consumption.
