The Government of India’s Ethanol Blending Programme is a key initiative to reduce fuel imports, curb pollution, and create new employment opportunities by blending 10–20% ethanol with petrol. To amplify public awareness and ensure mass adoption, a large-scale integrated campaign was executed across outdoor, digital, and influencer platforms.
Commissioned by IOCL, BPCL, and HPCL, the campaign sought to educate citizens about the environmental and economic benefits of ethanol, while also positioning it as a people’s movement for a cleaner, self-reliant India.
360° Awareness Drive – Designed and executed a Pan-India campaign with outdoor branding, public installations, and digital-first storytelling for maximum reach.
Video-Led Storytelling – Produced and deployed 100 videos tailored for diverse audiences, simplifying technical information about ethanol into relatable, engaging narratives.
Influencer-Led Engagement – Collaborated with popular voices like RJ Naved and several celebrity influencers to spread the message in a conversational, entertaining, and impactful manner.
Mass Public Engagement – Created relatable storylines around reduced imports, lower pollution, and job creation, ensuring that every citizen understood both the personal and national benefits of ethanol adoption.
Integrated Communication – Unified ATL (outdoor), BTL (on-ground activations), and digital strategies to deliver consistent messaging across platforms during Jan–Feb 2025.
Nationwide Visibility – Ensured ethanol blending became a widely recognized public movement through expansive outdoor presence and high-frequency video distribution.
Digital Engagement at Scale – Influencer-led campaigns and viral content drove strong interaction, sparking conversations about fuel choices and sustainability.
Behavioral Shift – Simplified awareness messaging led to higher public understanding and acceptance of ethanol as a cleaner, greener fuel option.
Socio-Economic Relevance – Strengthened the campaign narrative by connecting ethanol blending with job creation, import reduction, and environmental benefits—building long-term credibility and national pride.
Collaborative Industry Narrative – Unified IOCL, BPCL, and HPCL under one cohesive public voice, showcasing government and industry commitment to sustainability.