Client: Adani Gas
Industry: Energy & Utilities
Services Provided: Integrated Marketing, Outdoor, Radio, Digital, Influencer Activation
Timeline: Jan-Mar 2017
Geography: Ahmedabad, India
The Challenge
Most Ahmedabad households continued using LPG cylinders out of habit, even when PNG pipelines were already available. The resistance was not due to lack of access but due to a “chalta hain” mindset, making behavioural change the real barrier.
The Strategy
A single, relatable campaign line — “Ahmedabad Load Na Lo” — positioned PNG as a smarter and hassle-free choice. RJ Dhvanit, a trusted local voice, led the narrative across media, converting passive awareness into active intent.
Creative Execution
The campaign rolled out city-wide outdoor and high-frequency radio spots. Social content focused on busting common PNG myths in a conversational tone. RJ Dhvanit’s storytelling made the switch feel local and personal. On-ground activations and lead booths simplified sign-ups on the spot.
Impact & Results
The conversion rate rose from 30% to 80% within three months. Enquiries surged to 5,000 per month. The campaign achieved 90,000 new PNG connections against a target of 30,000. The yearly goal was met five months ahead of schedule, with a campaign cost of approximately ₹75 lakh.