Ahmedabad: ONE Advertising and Communication Services Limited, an integrated communications agency, has been appointed the creative partner for PNG Drive 2.0, a landmark nationwide initiative led by Bharat Petroleum Corporation Limited (BPCL) to accelerate the adoption of Piped Natural Gas (PNG) and Compressed Natural Gas (CNG) across India.
Conceptualised as a unified, industry-led movement under the guidance of the Petroleum and Natural Gas Regulatory Board (PNGRB), PNG Drive 2.0 brings together the City Gas Distribution (CGD) industry on a common platform with harmonised messaging and a shared outreach framework. ONE Advertising has developed the campaign’s core communication idea and visualisation, including the national campaign line, “Har Ghar PNG, Har Gaadi CNG – Jiyo Non-Stop Zindagi.”
The campaign has been strategically designed to simplify the choice of clean energy by translating key functional benefits such as uninterrupted supply, cost efficiency, safety, and operational convenience into a clear and relatable promise for Indian households, commuters, and businesses. While maintaining national consistency, the creative framework allows flexibility for localisation across diverse geographies.
Notably, the campaign was conceived and executed within an exceptionally short timeline, built through New Year’s Eve, reflecting the teams’ high-energy collaboration and shared commitment to delivering a large-scale national movement with speed, precision, and impact.
PNG Drive 2.0 will roll out through a high-impact, multi-platform media plan encompassing print advertising, digital video commercials, and a sustained digital and social media presence. Strengthening mass connect and regional resonance, acclaimed actors Sakshi Tanwar and Ravi Kishan have been roped in as brand ambassadors for PNG and CNG respectively, bringing credibility, familiarity, and wide appeal to the initiative.
Speaking on the association, Vibhuti Bhatt, Director, ONE Advertising and Communication Services Limited, said, “PNG Drive 2.0 represents a powerful coming together of industry intent, regulatory vision, and consumer-focused communication. At ONE, we believe that creativity must simplify choices and enable adoption at scale. The idea of ‘Har Ghar PNG, Har Gaadi CNG – Jiyo Non-Stop Zindagi’ was built to make clean energy feel dependable, accessible, and seamlessly integrated into everyday life. This is where creative solutions truly differentiate an agency, by aligning purpose, clarity, and scale to create meaningful national impact.”
As the creative partner, ONE Advertising has shaped the campaign’s narrative, visual language, and communication architecture, which is being deployed across on-ground activations, community outreach initiatives, and digital platforms nationwide. The initiative underscores the agency’s expertise in building large-scale communication platforms that align policy objectives, industry collaboration, and strong consumer relevance.
Sharing their insights on the campaign films, Bauddhayan ‘Buddy’ Mukherji and Madhurya ‘Maddy’ Alankaar, Directors of the films, added, “Category-awareness films are high-wire acts. One wrong step and attention drops. So we made it unmissable. On loop. ‘Non Stop Zindagi!’ Enter a full-throttle Bollywood masala anthem with Ravi Kishan — maximum swagger, zero restraint. Powered by the Lallantop Non Stop track and packed with drivers and cars across categories, it turned even the set into a dance floor. If CNG users are humming it already, consider this a category banger. Then came Sakshi Tanwar — flipped into a playful, stereotypical sitcom drama desi avatar. Two Sakshis. Too many moods. Tectonic twist. And if PNG now feels like Kahani Har Ghar Ki, it looks like the drama has found a brand-new flame.”
