PM’s Ujjwala Yojna Themed Exhibition in Simhastha Kumbh Mela


Simhastha Kumbh Mela Ujjain held in Madhya Pradesh saw numerous brands fighting to engage the millions present at the religious congregation through 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 Pradhan Mantri Ujjwala Yojana launched was a government scheme that provided free-of-cost LPG connections to below-poverty-line families who could not afford the same. The scheme’s objective was double-fold; firstly, it wanted to provide clean cooking gas to low-income families to fill the poverty gap. Secondly, it also aimed to empower Indian women, who are the primary users of LPG.

We also organized the presentation of nukkad natak to supplement the learning and to promote a problem solution approach and proper usage of LPG. We displayed many real-life situations throughout the play to enhance engagement by the audience. 

Another innovative way of creating awareness about the scheme’s details was carried out using the medium of puppet shows.


The 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 cooking methods. It also had a registration desk to receive information, while we gave similar information through safety and information kiosks.

Visitors were engaged using local folk dance presentations while we placed a bioscope in the pavilion for edutainment.






Thousands of visitors were catered to, including hundreds of women keen on developing this scheme. Many seemed relieved and happy simultaneously as they understood the easy and reliable provisions of the scheme. All in all, we successfully implemented the campaign 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.”


14000 visitors were educated about various petroleum ministry schemes, especially Ujjwala Yojna.

56000 people got the exposure directly and indirectly through significant word of mouth (WOM) through engaging content.

The overall campaign and its management were appreciated by the top management of the petroleum ministry and key officials of prestigious companies BPCL, IOC, and HPCL.

total visitors educated
Total people who got the exposure

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