Renewable energy developer Avaada Group has launched a new campaign to spotlight the growing need for dependable clean power as India’s digital and industrial infrastructure becomes increasingly energy-intensive.

The company said the initiative aims to raise awareness of the sharp rise in electricity consumption driven by artificial intelligence, data centres, automated manufacturing, and expanding digital services.

With industries adopting high-compute technologies at scale, uninterrupted renewable energy is becoming a critical requirement for long-term economic growth.

“Digitalisation and AI are reshaping economies and creating new categories of energy demand,” said Vineet Mittal, Chairman of Avaada Group. “As demand becomes more complex, clean and round-the-clock power will be essential,” he added.

The campaign, titled ‘Always Clean, Always On’, premiered on Kaun Banega Crorepati (KBC), one of India’s most-watched television programmes.