October 23, 2026
From LPG to Business Opportunity: SUPERGAS’ Influencer Marketing Campaign
Nobody scrolls Instagram hoping to learn about LPG. That is exactly what made this campaign interesting.
SUPERGAS came to us with a clear ask: Get people talking about its products and help them understand where those products fit. We built a pan-India mix of micro and macro creators from the business, entrepreneurship, and marketing space, and let them explain it in their own voice.
The campaign earned 334,300 views and 5,478 engagements on Instagram. Here is how it came together.
Figures are from the campaign report.
For a utility category that people may not actively seek out on social media, the campaign gave SUPERGAS visibility and created opportunities for audiences to engage with its content. The results reflect the reach and interaction generated across the campaign.
About SUPERGAS
SUPERGAS is the brand name of SHV Energy Private Limited, which started operations in India in 1996 as a subsidiary of the Dutch company SHV Energy. It supplies LPG across industrial, commercial, domestic, and Auto LPG segments, and says it is the first and only private LPG player operating across India.The brief
The brief was primarily B2B-focused, with an emphasis on introducing SUPERGAS products and their applications to business-minded audiences through creators in the business, entrepreneurship, and marketing space. The campaign aimed to:- Build brand awareness for SUPERGAS.
- Spark meaningful conversations.
- Educate audiences about its products and their applications.
- Drive product consideration.
The challenges
- Low natural curiosity: Few people go looking for content about a gas brand.
- A product that needs explaining: The content had to make the product easier to understand without sounding like a manual.
- Credibility: The messaging had to feel relevant to the audience rather than like a standard advertisement.
- Pan-India relevance: The campaign needed to reach audiences across India, not just in one city.
Our strategy
We curated a pan-India mix of micro and macro creators across the business, entrepreneurship, and marketing genres. The selection focused on creators with relevant audiences, strong engagement, and credibility in their respective niches. Through organic, informative, and relatable Instagram Reels, these creators explained SUPERGAS products, their real-world applications, and their relevance to businesses, helping audiences better understand the brand and consider its offerings.| What we looked for | Why it mattered |
|---|---|
| Relevant audience | The people watching should be the people who care about products like this. |
| Strong engagement | Engagement helps indicate whether audiences are interacting with the content. |
| Credibility in their niche | A trusted voice can make a product feel more relevant to the audience. |
| Ease of explaining | The creator should be able to explain benefits and uses in plain language. |
Why business, entrepreneurship and marketing creators
Audiences in these spaces already follow content about running, building and growing businesses. That gave SUPERGAS a relevant way into the conversation. The campaign could explore LPG beyond its role as a utility and connect it with the businesses that depend on commercial gas supplies, including restaurants and hotels. The entrepreneurship angle also gave audiences a way to consider the business behind commercial LPG distribution. These creators were a natural fit for a brief that called for clear explanations, practical context, and audience interest.Why a micro and macro mix
Macro creators bring reach and make the brand visible to a wider audience. Micro creators can encourage closer conversations within their communities. Together, they help a campaign work towards both awareness and consideration. If you are deciding how to split a budget between tiers, our influencer tier comparison covers the trade-offs.The Content that worked
One reel used an entrepreneurship angle to introduce SUPERGAS to people exploring business opportunities. It highlighted the hospitality sector, where hotels, resorts, and other establishments need a reliable LPG supply to operate. The Reel then presented SUPERGAS as a potential partner for those looking to start a business, highlighting support with setup, Google Business Profile, and marketing. This connected SUPERGAS with a practical business opportunity and helped audiences understand its role in commercial LPG supply, beyond its consumer-facing products. Watch the live Reels: Reel 1 and Reel 2.The results
| Metric | Result |
|---|---|
| Views | 345,300 |
| Engagements | 5,478 |
What worked
- Audience fit over category fit: We selected creators from the business, entrepreneurship, and marketing genres based on their audience relevance and credibility, rather than whether they usually discussed LPG.
- A mix of creator tiers: Macro creators supported wider reach, while micro creators offered the potential for closer community engagement.
- A useful content angle: Connecting SUPERGAS with entrepreneurship gave audiences a broader context for understanding the commercial side of the business.
- Education in the creator's own voice: The content explained the product and its applications in a way that suited the creator's existing style.
Extending the impact: How brands can reuse this content
Creator content does not have to stay on Instagram. Brands in categories like this can also:- Boost the best Reels as paid ads to reach more of the intended audience.
- Share them with franchisees and partners, so field teams have relevant content to refer to.
- Add them to the website and sales material to help explain how the product is used.
- Use them in email and WhatsApp updates to continue the conversation after the campaign ends.
Want to reach B2B audiences through Influencers?
Connect with the right business audiences through relevant creators. Talk to Vavo Digital to plan your campaign.FAQs
- What was the goal of the SUPERGAS influencer campaign?
- Why were business, entrepreneurship, and marketing creators chosen?
- Why use a mix of micro and macro creators?
- What results did the campaign achieve?
- Can influencer marketing work for utility products like LPG?
