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The recently held Simhastha Kumbh Mela Ujjain, Madhya Pradesh saw numerous brands fighting it out to engage the millions present at the religious congregation though their on-ground initiatives. The activation of Prime Minister Ujjwala Yojana, managed by Ascent Communication, was one of the most engaging experiences at this year’s mela.
The newly launched Pradhan Mantri Ujjwala Yojana is a government scheme that provides free-of-cost LPG connections to below poverty line families who are not able to afford the same otherwise.
The objective of the scheme is double fold, firstly it wants to assist in provision of clean cooking gas to low income family so that the gap caused by poverty can be filled up. Secondly, it also aims to empower Indian women who are the major users of LPG.
Campaign Activity
To propagate the idea of the scheme, Ascent Communication designed and fabricated a vast pavilion complete with an entertainment corner and giant LED display screens.
The interiors consisted of various wall displays to help visitors understand the contents of the schemes and thematic displays similar to the architecture of a village to showcase the conventional methods of cooking. It also had a registration desk to receive information while similar information was being given through safety and information kiosks.
Visitors were engaged using folk dance presentations by locals while a bioscope was also placed in the pavilion for edutainment. To supplement the learning, the presentation of a nukkad natak was also organized to promote a problem solution approach and proper usage of LPG.
Many real-life situations were displayed through the play to enhance engagement by the audience. Another innovative way of creating awareness about the details of the scheme was carried out by using the medium of puppet shows.
Challenges
Speaking about the challenges faced while executing the activity, Shailendra Singh, CEO, Ascent Communication said, “We had many challenges in executing this project as very little time of 5 days was given to undertake mammoth construction of 3000 sqft area with elevation, interior, village thematic area, exhibition display, VIP room, etc. in addition of event crew with loads of interactive and engaging activities.”
He added, “Material mobilization was tough too as several approaching roads were blocked by mela administration for better pedestrian management.
Additionally, the venue was an open area and huge wind pressure in summer time was creating the road block to erect the structure. We deployed a team of 60 people working day in day out to complete the task activity.”
Impact
Elucidating on the impact of the campaign, Shailendra said, “Thousands of visitors were catered to, including hundreds of women who were keen on the development of this scheme.
Many seemed relieved and happy at the same time as they understood the easy and reliable provisions of the scheme.” he also thanked his teams of BPCL, IOC, and HPCL for their contribution to the campaign. All in all, the campaign was successfully implemented on such a big platform which helped spread awareness about the scheme in the lower middle class and middle class as well as many curious attendees.”
Result
14000 visitors got educated about various schemes of petroleum ministry especially Ujjwala Yojna.
56000 of people got the exposure directly and indirectly through a large word of mouth (WOM) through engaging content.
The overall campaign and its management were appreciated by top management of petroleum ministry and key officials of prestigious companies BPCL, IOC and HPCL.
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