PCRA iniates campaign on fuel conervation
21 Mar 2009
Petroleum Conservation Research Association (PCRA) has initiated a campaign towards saving fuel. The campaign, titled Save Fuel Yaani Save Money consists of three television commercials, six print ads and five radio spots. JWT has created the ads and Alyque Padamsee, advertising consultant to PCRA since June 2007, has given crucial inputs.
One of the ads for the television spot shows a LPG delivery man taking payment for delivering a cylinder and tells the lady that from now, she can avail a 20-per cent discount on the bills. The mother-in-law, who overhears this, and the housewife extend their hand for the discounted amount. The delivery man tells them that it's in their hands to earn the discount, by optimally utilising LPG.
The next ad titled 'Pump' uses the same concept, with a petrol pump as the backdrop.
The third as has is the 'Traffic' ad. A father and son are sitting in their car at a traffic signal. The young boy turns to his father and tells him that when he grows up, he will have his own cycle repair shop. His father turns to him in surprise.
The kid explains that going by the way everyone misuses fuel, there wouldn't be any left for his generation to use. So evidently, people will use cycles to travel. The father then turns off the ignition, so he can save valuable fuel. The radio spots too are innovative which talk about saving petrol at traffic signals and compare it to a savings account.
Through research conducted with CRRI (Central Road Research Institute) in the past few years, PCRA has learned that when vehicles are driven at 45 kilometres per hour as against 65 kilometres per hour, one can save up to 20 per cent of the normal fuel consumption.
The Petroleum Conservation Research Association is a government body set up in 1978 to conserve hydrocarbons and promote the protection of the environment.
