Brief
Think Gas is supplying clean fuel in the country. The brand’s objective was to create awareness about the benefits of CNG & PNG over conventional fossil fuels for reducing air pollution. Their positioning of ‘Khul Ke Saans Lo’ with Natural Gas had to be popularized across channels to enable its widespread adoption.
Challenge
Sustainability is a theoretical concept unless people find value in switching to the greener, cleaner option. The communication therefore had to bring forth how everyday consumption can be made more sustainable, by targeting individual householders, vehicle owners and industries. Secondly, a sense of urgency had to be created to convert simple communication into an actionable one for inspiring behavioral change.
Results
Through our campaign, we extended the brand positioning ‘Khul Ke Saans Lo’ to convey the benefits of Cost, Convenience & Safety and highlight them to individual target groups. The subtitle ‘Kal Nahi Aaj Lo’ brought to the forefront the immediate need to switch to CNG & LPG for the benefits without making any compromises.
