Energy

PSO Blue LPG Launch — Gilgit-Baltistan (Phase I & II)

PSO

Client:PSO

Year:2023

Duration:Phase I + Phase II (multi-month)

Cities:Gilgit · Hunza

Setups:150

The Numbers

25,000+

Total Households Reached

Billboards Deployed

150

Shop Fascias Branded

7,500 sq ft

Wall Chalking Area

Chowks Activated

Arches Installed

6-day sports event, Hunza

Winterlude Kiosk

Phase I & II

Phases Completed

The Brief

PSO Blue LPG needed to build mass brand awareness and drive household adoption in Gilgit-Baltistan — a high-altitude, geographically dispersed region where LPG is a critical household fuel but branded preference was nearly absent. The target was 25,000+ households across Gilgit and Hunza.

The Insight

In remote northern Pakistan, brand trust is built through visible physical presence — not digital or TV. A brand that owns the chowks, arches, and shop fronts of a town becomes woven into the landscape. Wall chalking, fascias, and chowk activations are not media — they are proof of permanence, and permanence builds trust.

The Big Idea

“Own the physical landscape of Gilgit and key Hunza routes — 12 major billboards on every entry road and landmark, 6 chowk activations, 150 shop fascias, 7,500 sq ft of wall chalking — and create memorable consumer moments with a 6-day kiosk at the Winterlude sports event in Hunza.”

The Execution

Phase I covered Gilgit city with 12 billboards across major arteries: Main Bus Stand (20×60), Aga Khan Hoarding (10×20), River View (10×20 and 10×10), Kalma Chowk (16×10), Sakwar (15×45), Welcome to Gilgit (8×15), Bank Al Habib (15×30), Rangers Chowk (15×40), PHQ Hospital (10×20), Main Airport (10×15), and Zulfiqarabad (15×30). Six chowks were activated: Allah Wala, Khomar, Yadgaar, Kiu Khari, Kitaab, and Gharyal Chowk. Six branded arches were installed at entry and exit routes. 150 shop fascias were deployed across key commercial areas. Wall chalking covered 7,500 sq ft across residential and commercial zones. Warehouse branding included backlit boards, wall painting, chalking, gate branding, shelter branding, and a slogan wall. The full vehicle fleet was wrapped. Phase II extended coverage to Hunza and surrounding areas: Oshkandas (3,500 households), Baseen (3,500), Jallabad (4,000), plus Sultanabad, Nomal, and Muhammadabad. A 6-day Blue LPG kiosk was activated at the Winterlude sports event in Hunza for direct consumer engagement.

Campaign Gallery