Kolkata: Indian cricketer and World Cup-winning captain Rohit Sharma has joined rooftop solar company Freyr Energy as its first brand ambassador, with the company launching a nationwide campaign aimed at encouraging households to make the switch to solar power.
The association, announced on October 1, comes as rooftop solar adoption in India gains momentum under the Centre’s PM Surya Ghar: Muft Bijli Yojana, which has brought residential consumers into sharper focus in the country’s renewable energy transition.
The campaign, titled ‘Solar Ho, Toh Freyr Ho!’, is built around the proposition that installing a rooftop solar system is a long-term decision, with systems expected to remain in operation for decades. Freyr Energy is positioning its role not merely around installation, but around servicing and supporting customers over the life of their systems.
For Rohit Sharma, the partnership marks his entry as the face of Freyr Energy’s consumer campaign. The company said the collaboration reflects its focus on consistency and long-term customer relationships, drawing a parallel with Sharma’s nearly two-decade international cricket career.
Freyr Energy has been operating in the residential rooftop solar segment for more than a decade. The company says it has designed, financed, installed and serviced more than 20,000 solar systems across over 40 cities. It has also introduced features including a customer app, self-cleaning solar systems and solar experience centres.
The expansion of rooftop solar is being supported by government incentives. Under the PM Surya Ghar scheme, eligible households can receive subsidy support of up to ₹78,000, while financing options are also available to reduce the initial cost of installation.
For homeowners, however, the financial calculation extends beyond the initial installation, given the expected operating life of a rooftop solar system. Freyr Energy’s latest campaign seeks to place the reliability of the service provider at the centre of that decision.
“Our aim has always been to raise the bar for what Indian homeowners can expect from rooftop solar, not just on installation day but across the 30-year life of their system,” said Saurabh Marda, Co-founder and Managing Director, Freyr Energy. “Rohit has spent his career doing exactly that in cricket, which made him the natural choice as our first brand ambassador.”
Radhika Choudary, Co-founder and Director, Freyr Energy, said the long-term relationship between a homeowner and a solar company was an important consideration behind the campaign.
“When a family puts solar on its roof, they are trusting a company for the next 30 years. That company has to show up every time and stand behind the family’s decision long after the system is switched on,” she said.
Sharma, who is exclusively managed by RISE Worldwide, said environmental sustainability was among the factors that attracted him to the partnership.
“Protecting the environment has been close to my heart for years. Rooftop solar gives families a chance to do their bit for the planet, and it’s important to have a partner you can trust for the journey,” Sharma said.
The campaign also reflects Freyr Energy’s effort to build stronger consumer recognition in a residential solar market that is expanding alongside government-led adoption.
According to Rajan Mahalingam, Marketing Head, Freyr Energy, the company intends to make the campaign a broad consumer-facing effort across India.
“‘Solar Ho, Toh Freyr Ho!’ is built to make Freyr the first name families think of when they consider rooftop solar,” Mahalingam said, adding that Sharma’s association was intended to reinforce the company’s positioning around consistency and trust.
The campaign will roll out through a series of creatives and advertising films from September 30, with the company targeting households across India as residential rooftop solar moves further into the mainstream.
