The Brief

In India thousands of lives are lost due to Liquefied Petroleum Gas (LPG) related accidents. HP Gas as one of the leading LPG supplier in India wanted to educate consumers to reduce LPG related accidents. Educate primary target audience of housewives about the correct usage and conservation techniques of LPG. Also to bring into the consideration set for consumers the original factory made fittings and accessories (stove, hose pipe & aprons) made by HP Gas. Thereby increasing demands for original made fittings and accessories.

Creative Execution

“SURAKSHA SANCHETANA” perfectly blended in the local Diaspora for its simplicity in the name and direct accountability for the objective. SURAKSHA means Safety and SANCHETANA means awareness. Our target audience predominately resided in tier 2 towns of India where cooking food in LPG was largely prevalent unlike metro cities where the LPG is used through pipeline format. Campaign thought was simple and yet informative for the TG (housewives) living in smaller towns. Using real life kitchen environment with street plays performed by theatre artists showcased the safe way of cooking.

Describe the creative solution to the brief/objective.

Inception of thematic informative awareness drive known as “SURAKSHA SANCHETANA”. This campaign was used to disseminate information about the safety and conservation aspects of LPG. We aligned support from Government bodies like (Ministry of Petroleum and Natural Gas) to leverage campaign effectiveness across India. Custom made real life kitchen on the road show showcased every aspect of safety and conservation right at the consumption point. The campaign was supported by various media vehicles like radio, print and activation.

Results

Campaign traveled 34,223 kms covering 105 cities in 75 days. 6 radio stations with 63,304 spots for 1,26,6080 seconds. 1.3 million households directly interacting with the campaign. Total reach of the campaign 15 million. 60,000 people signed up to the safety and conservation signature program. 16,800 sq cm of print and PR coverage amounting to 25 million. Credit given to HP Gas from the Ministry of Petroleum & Gas as one of the best safety campaigns conducted for LPG. Incremental sales during the campaign (Stove – 50.5%, Hose pipe – 40.6% and Apron – 25%).