On Purpose has been signed on by KPMG in India for a 2-year period, as part of a larger mandate from Asian Development Bank (ADB) as part of an integrated communications programme for consumer awareness and behavioural change for solar rooftop adoption across 7 States/Union Territories in India.

The brief includes strategic counsel and audience segmentation; messaging and creation of content and state-wise localization. 

The agency will work closely with the consortium of KPMG in India and Idam Infrastructure Advisory Private Limited for market development activities which includes sensitizing audiences and consumer awareness campaigns for large scale adoption of solar rooftop systems in the States/ UTs of Karnataka, Tamil Nadu, Kerala, Goa, Lakshadweep, Andaman-Nicobar, and Puducherry.

On Purpose will help Discoms and state agencies design market awareness campaigns using mass media tools such as local television and print advertisements, radio spots and social media. 

Commenting on the addition of this new mandate Girish Balachandran, managing partner, On Purpose said, "Given our expertise in the clean energy sector, we are excited to once again help drive behavioural change by punching up the narrative on solar rooftop adoption."