Karachi Electric – OPERATION BURQ Campaign

A bold and aggressive twist has been seen in Karachi Electric’s communications as they strive hard to bring about a change amongst a deeply embedded culture of electricity theft through illegal connections, meter tampering, and defaulting on payments of dues.

To be able to provide quality service and reduce load shedding from the remainder of 40% of the city, a mass level campaign was launched 2nd May 2015 targeting the mass population of Pakistan.
This was a joint effort from KE and FIA teams to correct the situation by conducting targeted raids for recovery against known defaulters and thieves. While the TVCs clearly communicated the action oriented of Raids and arrests by FIA and Police, Up to 3 years imprisonment, Fines up to Rupees 10 million and Property Confiscation as per Inland Revenue Act. Our task was to ensure the campaign got a mass level reach and visibility.
With well thought media strategy, Spark launched across TV, Print TV, Print, Cable and Radio with a mix of news, entertainment, sports and regional TV channels.

The First 15 days Aly Khan TVC was hammered to reinforce the audience to pay the dues till 15th May and stop the theft of electricity. Next the Café and Housewife TVC was significantly utilized containing a humor element. Warning those involved in the theft of electricity that KE is aggressively following up with electricity thieves.
In order to get the campaign the due visibility and break through the clutter, the placements were done in the Top rated content focus on Prime time, Post prime time and matinee timeslots