ADANI GAS Successfully Launches its 'Ahmedabad Load Na Lo' 360° Advertising Campaign to Promote its PNG Business in Ahmedabad

AHMEDABAD, India, February 27, 2017 /PRNewswire/ --

- Ropes in Local Radio Icon RJ Dhwanit as Campaign Ambassador  

- Extensive Radio, Social and OOH Media Integration  

- Set to Boost ADANI's PNG Business in Ahmedabad  

ADANI GAS has successfully launched a fully integrated marketing campaign for its PNG services in Ahmedabad driven by the title 'Ahmedabad Load Na Lo'. With an aim to create a campaign to break through the rigid mindset of the average middle class homemaker, ADANI entered into a strategic collaboration with one of the most popular RJs and opinion makers of Ahmedabad, and the premier advertising agency in the state - ONE advertising & communication services ltd.  

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There was a general apathy towards daily cooking gas preference in Ahmedabad, with a 'chalta hain toh chalne do' attitude strongly resisting the switch from LPG gas to PNG gas. ADANI successfully broke through this mindset with a tactical combination of a smart campaign line 'Ahmedabad Load Na Lo' and a strong brand ambassador 'RJ Dhwanit'.  

The logic behind 'Ahmedabad Load Na Lo' is as effective as it is simple. Framed as 'wake-up call' to citizens of Ahmedabad, the line addresses the perils and inconveniences of having a LPG connection i.e. danger of explosion, advance booking, leakage problem, high expense, inconsistent quality and difficult transportation of the cylinders. Carrying this line is RJ Dhwanit - the popular poster boy of Ahmedabad city and also one of the strongest opinion drivers of Ahmedabad's homemakers with 'Dhwani e kidhu etle final' (What Dhwanit says is final) being his central anthem. Though his morning show, RJ Dhwanit quickly transformed this campaign line into daily dialogue amongst the masses, especially the homemakers of Ahmedabad, inviting them to shed their load. The campaign took off with a teaser featuring RJ Dhwanit addressing the city with 'Ahmedabad Load Na Lo' as a central anthem. Without revealing the brand behind the campaign, he invited Amdavadis to pour out their emotional 'load', be it personal or professional on his Facebook page. After registering a massive response to the same and acquiring massive word of mouth for the campaign, in the second stage, the campaign reveals ADANI PNG as the brand and urges Amdavadis to shed their physical and stressful 'load' with regards to their LPG cooking gas. By adopting a 'myths v/s reality' route in its communication, ADANI eliminated the false pre-conceived notions regarding PNG gas and emphasized the advantages it has over the traditional LPG gas cylinders.

Mrs. Vibhuti Bhatt, Director, ONE advertising & communication ltd. spoke, "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 lies 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."  

While most successful campaigns fall apart when it comes to fulfilling the brand promise, this expansive campaign was equally matched by efforts at ADANI's end. Mr. Shridhar Tambraparni, Joint President, City Gas Distribution said, "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."   

The campaign has so far received massive response from the masses and earned widespread acclaim from the industry stalwarts.   


A wholly owned subsidiary of Adani Enterprises Ltd., Adani Gas Ltd. is developing natural gas distribution projects across various cities in the country for customers in industrial, commercial, domestic and transport sector. Natural gas is a convenient, reliable and environment friendly fuel that allows consumers to enjoy high level of safety and economic efficiency. The company has already set up city gas distribution networks in Ahmedabad and Vadodara in Gujarat, Faridabad in Haryana and Khurja in Uttar Pradesh. Visit

About ONE advertising & communication services ltd.

ONE advertising & communication services limited (ONE) is a leading strategic communication services provider in Gujarat. Since establishment in 2001 in Ahmedabad, ONE has aimed at delivering end-to-end communication solutions to its clientele. With the largest creative workforce in the state, ONE has a repertoire of numerous reputed global, national and regional brands as its clientele. Over the years, the agency caters to a diverse range of industry segments including Healthcare and Pharmaceutical, FMCG, IT Corporations, PSUs, Retail, Real Estate, Political Campaigns and Energy Sector Enterprises. Visit

Media Contact:
Gaurang Darji
Sr. General Manager - Corporate Affairs
ONE Advertising & Communication Services Ltd.

SOURCE ONE advertising & communication services ltd

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