Mercurius Media Capital (MMC), the first U.S.-based media-for-equity venture fund, today announced a strategic media capital investment in clean energy company Emission Free Generators (EFG), marking MMC’s first deal in the sustainability sector. The investment will accelerate EFG’s U.S. expansion and drive awareness of its hydrogen-on-demand portable power technology as California prepares to ban the sale or purchase of new fossil fuel-powered generators in 2028.
The investment comes at a pivotal moment for the U.S. energy landscape. A recent report from the North American Electric Reliability Corporation warns that up to 151 million Americans could face heightened risk of power shortfalls or blackouts over the next five years. Meanwhile, 80% of U.S. households lack any backup power solution and outage durations have nearly tripled since 2017.
EFG’s flagship product, the ZENH2, is a silent, emission-free portable generator that produces hydrogen on demand from a proprietary fuel cartridge. Designed for residential, recreational, and commercial use, it operates safely indoors without reliance on fossil fuels or grid infrastructure – addressing a market gap that affects an estimated 127 million Americans who cannot use traditional generators.
MMC’s investment will support EFG’s launch in California – where nearly one quarter of all U.S. blackouts occur – while accelerating brand awareness through high-impact media campaigns. Through its network of strategic partners, MMC will provide access to premium advertising inventory across television, digital, and out-of-home channels.
In addition to media capital, MMC will deliver operational support to EFG through its ecosystem of partners across creative, AI-driven content, RevOps automation, and go-to-market execution. This integrated approach enables EFG to scale efficiently while building a category-defining brand in clean portable energy.
“This investment reflects where we see sustained demand emerging at the intersection of infrastructure and adoption,” said Piyush Puri, Founding Partner at MMC. “EFG is addressing a real constraint in how backup power is accessed and deployed, particularly in markets like California where regulation and climate realities are reshaping behavior. We see an opportunity to support scale by combining distribution with a product that directly meets an underserved need.”
“We’ve invested four years validating the technology and preparing the ZENH2 for production. Partnering with MMC allows us to efficiently reach high-need markets—starting with California—without placing additional strain on our manufacturing capital,” said Mark Collins, Co-Founder and CEO of EFG. “That combination of scale and capital efficiency is a meaningful inflection point for EFG. ZENH2 represents a step-change in how power is delivered—generated at the point of use, without reliance on traditional infrastructure – and MMC’s investment accelerates our ability to scale it globally.”
About Mercurius Media Capital
Mercurius Media Capital (MMC) is pioneering a new category in venture capital: media as growth capital. As the first U.S.-based media-for-equity venture fund, MMC provides high-growth consumer companies with premium advertising inventory in exchange for equity, enabling them to scale brand awareness and customer acquisition without sacrificing cash reserves.
Co-founded by Satyan Gajwani and Piyush Puri, who bring over fifteen years of experience and a $3 billion track record in media investments through The Times of India Group, MMC launched in December 2023 with over $148 million in committed capital. The firm partners with leading media platforms, including Sinclair Broadcast Group, TelevisaUnivision, and Atmosphere TV, to deliver nationwide reach across television, digital, and out-of-home channels.
MMC has deployed nearly $30 million across its portfolio, empowering startups to compete with established players by combining capital efficiency, advertising expertise, and strategic operational support under one platform.
About Emission Free Generators
Emission Free Generators, Inc. (EFG) is a clean energy technology company developing a new category of portable, zero-emission power. Its flagship product, the ZENH2, generates electricity on demand using a proprietary hydrogen-on-demand system, eliminating the need for fuel storage, combustion, or charging. Designed for real-world resilience, the system delivers reliable, continuous power in a compact format, addressing the growing need for dependable energy across homes, businesses, and off-grid environments.
EFG’s platform combines scalable hardware with a recurring consumables model, creating both immediate utility and long-term commercial value. With applications spanning backup power, disaster response, telecommunications, and global energy access, the company is positioned at the intersection of clean technology and energy security. MMC’s investment supports EFG’s next phase of growth, accelerating market entry, expanding awareness, and enabling broader deployment of its innovative power solution. Learn more at emissionfreegenerators.com.
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