To strengthen safety standards in LPG usage and reinforce trust in the Ujjwala Yojana, the Government of India initiated a nationwide LPG Safety Campaign in semi-urban and rural regions. This initiative focused on conducting Suraksha Jaanch (safety inspections), offering affordable safety upgrades, and installing Suraksha hoses free of cost to households.
The campaign, executed for IOCL, BPCL, and HPCL, combined public awareness, influencer storytelling, outdoor communication, and cinema advertising to make safety knowledge accessible to millions of LPG consumers across India
On-Ground Safety Inspections – Conducted Suraksha Jaanch (safety checks) across semi-urban and rural households, making preventive changes at a nominal charge and providing free upgrades thereafter.
Free Safety Upgrades – Ensured Suraksha Hose installations at no cost, encouraging safer LPG usage and building confidence among Ujjwala beneficiaries.
Multi-Lingual Video Content – Produced public awareness videos in Hindi, English, and 10 regional languages, ensuring inclusivity and better comprehension in diverse geographies.
Influencer-Driven Outreach – Partnered with community influencers, local voices, and digital creators to spread relatable safety messages in an engaging manner.
Mass Communication Channels – Extended campaign visibility through outdoor billboards, wall paintings, and cinema ads, ensuring both rural and semi-urban penetration.
Integrated Storytelling – Positioned safety not just as compliance, but as a collective responsibility, directly linking it to family well-being and empowerment under Ujjwala.
Safety Awareness at Scale – Reached millions of LPG consumers across India, ensuring grassroots households became more aware of safe practices.
Behavioral Change – Improved adoption of Suraksha hoses and proactive safety checks, significantly reducing risks related to domestic LPG usage.
Inclusivity in Messaging – Content in 12 languages ensured resonance across India’s linguistic diversity, breaking communication barriers in rural outreach.
Trust Building – Reinforced government commitment to Ujjwala beneficiaries by coupling financial relief with household safety upgrades.
Community Engagement – Cinema ads and influencer campaigns helped translate technical safety measures into relatable, everyday narratives, amplifying recall and acceptance.