Ad Campaigns
Gail plugs into influencer power to push clean energy with fresh CNG, PNG campaign phase
MUMBAI: India’s clean energy shift just got a viral push. Gail (India) Limited has rolled out the influencer-led phase of its celebrated ‘Waah Kya Energy Hai’ campaign, aimed at boosting awareness and adoption of Compressed Natural Gas (CNG) and Piped Natural Gas (PNG). This leg leans on the power of popular creators to reshape public perception and put natural gas in the social media spotlight.
The campaign builds on the emotive tone of the original mini-series that spotlighted domestic and commercial gas use through slice-of-life stories. But this phase is all about visibility and virality. Influencers across India are showcasing how CNG powers autos, cars and fleets, while PNG keeps kitchens running in homes and hotels—all without a whiff of compromise.
From engaging reels and vlogs to unfiltered testimonials, creators are turning energy use into conversation starters. These bite-sized stories spotlight how natural gas, as a fuel, brings together safety, savings, and sustainability—a triple play for climate-conscious India.
With more than 2,800 CNG stations spread across 72 cities in 20 states and union territories, Gail’s footprint reflects its mission of reliable, green transportation. PNG, meanwhile, continues its surge as a preferred option in urban kitchens and commercial setups needing uninterrupted, clean energy.
“This campaign is a celebration of the quiet but impactful transition to clean energy happening across the country,” said Gail head – corporate communications Jyoti Kumar. “By collaborating with influencers who connect authentically with their audiences, we are making conversations around sustainability more relatable, actionable, and widespread.”
Audiences can catch all the buzz on @Gailindia via Instagram, where behind-the-scenes shots, creator shout-outs and interactive polls form the core of the digital showcase.
Gail has layered this campaign with animated explainers, user-driven content, and sharp infrastructure visuals to hammer home the versatility of gas. As the campaign gains momentum, it doubles down on Gail’s broader promise: to power India’s energy ambitions while staying firmly rooted in environmental responsibility.
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.
