Ad Campaigns
GAIL (India) Ltd launches Waah Kya Energy Hai campaign
Mumbai: Known for its innovative campaigns to encourage people-driven efforts for environment conservation, GAIL (India) Ltd has launched yet another series ‘Waah Kya Energy Hai’ to highlight the accessibility and benefits of embracing new, clean and environmentally friendly fuel options – Compressed Natural Gas and Piped Natural Gas offered by GAIL and its group companies.
Representing one more venture by GAIL in business-to-consumer (B2C) digital communication, the campaign is strategically geared towards engaging retail Natural Gas consumers across India. ‘Waah Kya Energy Hai’, which comprises four short films in a mini-series format, tells the stories of a close-knit middle-class Indian family and how they navigate their challenges through a smarter choice of fuel usage, switching to D-PNG (Domestic Pipe Natural Gas), C-PNG (Commercial Pipe Natural Gas), CNG and Industrial PNG.
A witty and emotional delivery of the storyline and character arcs of the Mishra family makes their stories relatable, engaging the viewers to not only enjoy these short films but also encourage them to think about a shift to clean fuel. These 4-5-minute content capsules will be promoted digitally through digital and social media including GAIL’s YouTube channel, banners and influencer engagements across platforms.
Well-known actors Srikant Verma, Divya Jagdale, Luv Vispute and Ahmed Khan play key roles in the four episodic short films, adding a relatable and compelling touch to the message of sustainability and progress.
GAIL had earlier created the innovative OTT series ‘Hawa Badle Hassu’, a multiple award-winning science-fiction drama, and United Nations patronized short films ‘Megha’s Divorce’ and ‘Elephant in the Room’, all of which centred on the importance of the right environmental choices by common people.
Launching the campaign, GAIL chairman and managing director Sandeep Kumar Gupta said “Wah Kya Energy Hai is strategically crafted with GAIL’s key objectives in mind. It aims to persuade and motivate consumers by presenting natural gas as the smarter, safer, affordable and futuristic choice, one that aligns with environmental consciousness and the evolving needs of society. The campaign also endeavours to highlight the advantages of using natural gas over other fuel choices in view of the effects on both health and the environment. Through these concerted efforts, GAIL’s campaign endeavours to catalyze a widespread shift towards cleaner and more sustainable fuel alternatives”.
Amidst the global shift towards cleaner and sustainable energy alternatives, GAIL stands as a pioneering force, spearheading the advocacy for natural gas and its transformative impact on society. With a commitment to environmental and societal progress, GAIL is a leader in promoting the widespread adoption of natural gas, recognizing its multifaceted benefits for individuals, communities, and the planet at large.
https://www.youtube.com/playlist?list=PLBhxJ1uysPvxVrSZ2QmFB37sVcypMxU56
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
