Freyr Collaborates With Dhurandar 2 To Highlight AI-Powered Innovation

Rooftop solar company Freyr Energy announced a collaboration with Ranveer Singh’s hit film Dhurandar 2 to highlight its flagship innovation that is India’s first AI-powered intelligent self-cleaning solar technology.

Freyr Energy’s AI-powered self-cleaning solar technology is specifically designed for Indian weather conditions and addresses the issue of constant maintenance. The self cleaning technology technology enhances efficiency and at the same time reduces 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.

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.

The campaign has been 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.

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.

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.”