New Delhi: Freyr Energy, one of India’s leading rooftop solar companies, has announced a high-impact collaboration with Ranveer Singh’s Dhurandhar 2, leveraging the film’s mass appeal to spotlight its flagship innovation – India’s first AI-powered intelligent self-cleaning solar technology.
The partnership marks a strategic move by Freyr Energy to integrate entertainment-led storytelling with brand communication, using cinema as a powerful medium to drive awareness around solar adoption. Positioned at the intersection of technology, sustainability, the campaign aims to make clean energy more aspirational and culturally relevant.
Built around the themes of ‘Naya Bharat’ and ‘Atmanirbhar Bharat’, the collaboration draws from Dhurandhar 2’s narrative of strength, resilience, and transformation. The campaign positions solar energy not just as a utility, but as a symbol of a stronger, self-reliant India, aligning Freyr Energy’s innovation with the evolving aspirations of modern consumers.
At the heart of the campaign is Freyr’s AI-powered self-cleaning solar technology, designed specifically for Indian weather conditions. By addressing a key consumer pain point – maintenance, the self-cleaning technology enhances efficiency while reducing water consumption and manual effort. This enables the brand to shift the conversation from solar adoption barriers to performance and convenience, strengthening its value proposition.
The campaign has rolled out across multiple markets, supported by digital activations and consumer engagement initiatives aimed at younger, tech-aware audiences. By tapping into the scale and influence of a mainstream film, Freyr Energy is creating a high-recall, culturally embedded brand narrative that connects innovation with everyday relevance.
Commenting on the collaboration, Radhika Choudary, Co-Founder and Director, Freyr Energy, said, “Our collaboration with Ranveer Singh’s Dhurandhar 2 reflects the spirit of a new India – ambitious, resilient, and future-ready. By integrating our innovation into a powerful cultural narrative, we are not only driving awareness but also making solar more relatable and aspirational for today’s consumers.”
With this campaign, Freyr Energy reinforces its positioning as a forward-thinking, solar-tech led brand, using content, culture, and innovation to accelerate India’s transition towards a smarter and more self-reliant energy future.
