The Council on Energy, Environment and Water (CEEW) has partnered with TVF's popular series Gullak to launch a campaign that uses storytelling to highlight the benefits of rooftop solar for Indian households. Through the collaboration, CEEW, one of the world's leading climate think tanks, aims to simplify the concept of rooftop solar and raise awareness about its long-term value by embedding the message within the show's familiar, family-oriented narrative.

The collaboration between TVF and CEEW reflects the growing use of entertainment to communicate public-interest messages. Set in the world of Gullak, the campaign features the show's familiar middle-class Mishra family, portrayed by Jameel Khan, Geetanjali Kulkarni, Harsh Mayar and Sunita Rajwar, to explain the benefits of rooftop solar. By placing the technology in an everyday household setting, the initiative aims to dispel common misconceptions, build consumer confidence and encourage homeowners to consider rooftop solar as a long-term investment.

Reethira Kumar, Senior Programme Communications Specialist at CEEW, said the organisation partnered with TVF to bring climate issues into mainstream conversations through relatable storytelling. She said the Gullak universe was a natural choice because its portrayal of everyday family life made it an effective platform to introduce conversations around rooftop solar and renewable energy. The collaboration, she added, demonstrates the potential of combining evidence-based climate messaging with culturally rooted stories to encourage greater public awareness and climate action.

Vijay Koshy, President at TVF, said the collaboration with CEEW demonstrates how popular entertainment can be used to communicate important public-interest issues. He said Gullak was well suited to the campaign because the show's long-standing connection with audiences made it an effective platform to introduce conversations around rooftop solar in a way that is relatable and accessible.