Advocating for Wind Energy in India: The Windergy India Success Story

In 2014, the Government of India made an ambitious announcement for developing Green Energy and Renewable Energy, setting aggressive targets for both Solar and Wind Energy. However, most policy discussions and decisions were focused on the development of solar energy.

The Indian Wind Turbine Manufacturers Association (IWTMA) is the apex body representing India’s wind industry. Over the years, IWTMA has played a pivotal role in shaping policies, driving regulatory interventions, and fostering industry collaboration to strengthen the wind energy sector in India.

The Challenge

While the Indian government set ambitious targets for green energy, wind energy was overshadowed by a strong policy emphasis on solar energy. To make matters more complex:

• Discussions about withdrawing wind energy subsidies emerged in 2015
• Local resistance grew against wind farms due to myths and misinformation

Recognizing the urgent need for advocacy to ensure policy, key wind energy companies in India like Suzlon, Renew Power, Vestas, etc., through IWTMA, approached us to conceptualize and execute a “Multi-Channel Advocacy Campaign”.

The Primary Goals Were Clear:

• Engage young Indians to build public support for wind energy
• Educate communities near wind farms about their benefits
• Influence policymakers to refocus on wind energy

The Solution

1. Brand Creation: Windergy India

To make wind energy relatable and engaging, we decided to personify Wind Energy and created the Windergy India brand. This step simplified the narrative around wind energy, turning a complex topic into a compelling story.

2. Social Media Advocacy

We launched a high-impact social media campaign targeting urban youth and policymakers. Posts were designed to highlight wind energy’s:

• Environmental benefits (clean energy, reduced carbon footprint)
• Economic advantages (job creation, energy security)
• Social impact (enhanced livelihoods near wind farms)

Our strategy combined visually engaging content with impactful messaging, fostering awareness and curiosity.

3. Public Relations & Local Advocacy

We partnered with local media and influencers to counter resistance near wind farms. Grassroots ambassadors, including local journalists, were engaged to build trust among panchayats and communities.

4. Policy Discussions Through Round Tables

We hosted roundtable discussions in cities like Hyderabad, Chennai, and Delhi, bringing together:

• Policymakers
• Wind energy experts
• Industry leaders

These discussions provided actionable insights and fostered collaboration to address key challenges.

The Impact

• Social Media Growth: 75,000 likes on Facebook; 10,000 followers on Twitter.
• Policy Attention: A white paper, co-developed with TERI, was presented to state and national governments, driving critical policy discussions. The Ministry of New & Renewable Energy invited IWTMA for a dedicated presentation.
• Media Outreach: Extensive coverage in newspapers and local TV channels boosted public awareness.
• Institutional Strengthening: IWTMA rebranded its international wind energy conference as Windergy India.