Adani Gas Ropes in RJ Dhvanit as Brand Ambassador, Adani Gas has launched an integrated marketing campaign ‘Ahmedabad Load Na Lo for its PNG services in Ahmedabad. Conceptualized by ONE Advertising & Communication, the campaign tries to promote its PNG business using a brand ambassador RJ Dhvanit. Framed as “wake-up call” to citizens of Ahmedabad, the line addresses theperils and inconveniences of having an LPG connection i.e. danger of explosion, advance booking, leakage problem, high expense, inconsistent quality and difficult transportation of the cylinders, the company said.
The campaign took off with a teaser featuring the RJ addressing the city with “Ahmedabad Load Na Lo” as a central anthem.
Speaking on the new campaign, Vibhuti Bhatt, Director, ONE Advertising & Communication said, “At ONE, we don’t believe in creating purposeless campaigns for our clients. In Adani, we saw a brand that understood the nuances of marketing extremely well and were ready to do something that was very exciting and equally effective. In the case of Adani Gas, the challenge lie in creating a paradigm shift in the average Amdavadi’s cooking gas preferences, which before the campaign were the LPG gas cylinders. We immediately set about doing extensive research into Adani PNG’s target audiences’ mindset and trigger points to generate an urgency to change their cooking gas. We felt that to unlock the mental shackles of the masses, a traditional campaign would not do. Therefore, we created a teaser campaign to have an emotional connect with the masses and use the path to reveal our brand campaign. Through a 360° campaign revolving around a strong central communication line and an influential brand ambassador, we have successfully transformed myths into reality and awareness into action.”
Speaking on the same, Shridhar Tambraparni, Joint President, City Gas Distribution, added, “We were very confident of our campaign being a success. While the benefits of PNG Gas are obvious, it is surely a task to break through the mental barrier of the masses, for which we needed a strong campaign and a brand ambassador to match. Therefore, we proactively strengthened our response services, including a 24x7 Emergency Customer Care Number, Mobile Van and other services so we could convert every enquiry into an installation”.
Through his morning show, RJ has been trying to transform this campaign line into daily dialogue amongst the masses, especially the homemakers of Ahmedabad, inviting them to shed their load. Without revealing the brand behind the campaign, he invited people of Ahmedabad to pour out their emotional “load”, be it personal or professional on his Facebook page. After getting a good response from the public , in the second stage, the campaign revealed Adani PNG as the brand and urged people to shed their physical and stressful “load” with regards to their LPG cooking gas. The brand trying to eliminate the false pre-conceived notions regarding PNG Gas and emphasized the advantages it has over the traditional LPG Gas Cylinders.
The campaign is spread across OOH, print, radio and digital media.
In this article: