Brief
Think Gas supplies clean fuel across India, aiming to raise awareness about the benefits of CNG and PNG over conventional fuels for reducing air pollution. The brand’s message, ‘Khul Ke Saans Lo’, needed to be amplified across channels to drive wider adoption of natural gas. ICU was tasked with creating and executing the campaign across multiple platforms to ensure maximum reach and engagement.
Challenge
Sustainability is only meaningful if people see value in switching to cleaner fuel. The campaign had to show how everyday consumption can become greener for households, vehicle owners, and industries, while creating a sense of urgency to inspire immediate action. The team also had to create urgency to turn awareness into immediate action.
Results
The campaign extended the ‘Khul Ke Saans Lo’ positioning to emphasize the benefits of cost, convenience, and safety for different target groups. The tagline ‘Kal Nahi, Aaj Lo’ reinforced the need to switch to CNG and PNG now, making the communication actionable and compelling.
