Date: March 2018


To design Strategic Media Plan and a Awareness Campaign for implementation of PNG Sahay Yojna for the Government of Gujarat with the support of Gujarat Gas.


Key Learning

  • Strategic Media Plan

  • Research Driven Policy Recommendations

  • Policy Campaign Design 

  • Ethnographic research

  • Framework Design

  • Identity design 


This live project was undertaken in a 3 member team who was assigned to study Bharuch district of Gujarat for conducting a field research intending to gauge the awareness and acceptance levels of BPL families living in the urban areas, towards the upcoming Piped natural gas subsidy scheme


About PNG Sahay yojna:

The scheme aims to promote cleaner cooking fuel amongst the below poverty line households. Gujarat, which has an edge over other states in terms of PNG connections, thanks to its well-developed pipeline infrastructure and easy availability of gas, is the first state to launch PNG/LPG (liquefied petroleum gas) Sahay Yojana—an extension to the Ujjwala Yojana.




Process followed during the project

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Understanding Policy details

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These policy criterion formed a background for deciding and selecting  the locality and type of people to study. The mentioned criteria were formulated by the government based on the data they had for BPL section of the society.

Our research was also aimed towards investigating the appropriateness of this filtering criteria. 


We started with the secondary research which aimed towards collecting information regarding the existing policy structure of PMUY and data present on demographics of BPL and AAY families on Government of India data portals.


Understanding the proposed beneficiaries and their environment


Areas Visited 

The team went on the field to gain a better understanding of the beneficiaries. We visited four localities in Bharuch district . These localities were chosen based on the number of BPL/AAY card holders, kerosene consumption and less connections of PMUY. Data for the same was provided by the collectors office.

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Ethnographic Data 

With the help of qualitative data collected during the field research, we  created a behavioral and psycho-graphic map of the proposed beneficiaries. This provided us some of the comprehensive factors that were associated with their lifestyles and the environment they were living in and were interacting with.

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Policy trickle down structure

Bharuch has 4 Nagar Palikas and 9 Taluk panchayat. 

This is the representation of the existing policy trickle down architecture.

 All the registrations are done at the Nagar palika.

Most common challenges faced by the beneficiaries during the application process are -

Unclear process of application, Long cues and No information about rejection of application.


Understanding reasons for no uptake of PNG as fuel

Qualitative data collected from the field was further analysed to understand the real reasons which were impacting the decisions of people and it was leading to no uptake of PNG connections.

We classified these reason into four major categories based on the frequency of the similar responses.

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Understanding the core concerns of the proposed beneficiary

The two prominent early insight that were emerging from the synthesis of the gathered information were following:


Identifying the gaps in the scheme

Our synthesis lead towards four evident core concerns that can be identified from the research interviews done with the proposed beneficiary families, the government officials and the Fixed price shop (FPS) owners.  

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Policy refinement .png

After the research analysis and synthesis of the qualitative and quantitative data, we came across the  core concerns and gaps in the policy structure


The current policy structure only caters to a small number of beneficiaries who can fulfill the criteria. Others will continue to use kerosene and wood as their primary source of fuel if the structure isn't refined.

The category of gaps mentioned above gave the directions for the policy recommendations and re-look at the current criterion for accommodating the needy families    

One of the most insightful gap discovered was, that most of the BPL/AAY card holders did not had a built concrete wall in the house.


Designing the Strategic media plan implementation framework


This is the representation of the proposed policy trickle down which intends to cover the looses ends identified during the study.

The earlier policy structure did not had the provision of the government representatives to reach out to the proposed beneficiary for taking up the scheme, whereas the proposed media plan have identified that gap and thus recommends that the dedicated representatives should reach out to the beneficiaries through the available channels , so as to effectively implement the policy in their regions.


And the execution of the policy will be made possible and more effective through facilitating the interaction points with the designed collaterals specifically keeping in mind the interacting individuals and their environment.  


Deliverables- Campaign theme, Collaterals, Communication elements and Logo Design

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Campaign Themes

The themes were conceptualized by taking directions from the identified gaps and then emphasizing on there remedies through this scheme. 


Logo Design

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Adopted Logo for the Scheme

The logo designed by the team as an identity for the policy was conceptualized around the mind map created by keeping PNG and Sahay at the nodes of the divergence to create the present Logo.



Jyoti Meena SDM'17| Paritosh Chaudhary SDM'17 | Saurabh Singh - SDM'17

National Institute of Design  

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