Client: BPCL | PNGRB (PNG Drive 2.0)
Industry: Energy & Utilities
Services Provided: Strategic Communication, Creative Platform, Visual Language, IMC Campaign Assets
Timeline: January 2026
Geography: India (Nationwide)
Visual: Campaign key visual with “Har Ghar PNG, Har Gaadi CNG – Jiyo Non-Stop Zindagi”
The Challenge
PNG Drive 2.0 was envisioned as a landmark national movement to accelerate the adoption of PNG and CNG across India. The key challenge was to create one harmonised communication platform that could unify CGD stakeholders under a single message, simplify functional benefits for diverse audiences, and remain consistent nationally while being adaptable locally, all within an extremely short timeline.
The Strategy
ONE Advertising conceptualised a unified national communication idea under the guidance of PNGRB for BPCL-led PNG Drive 2.0. The strategy focused on converting functional benefits like uninterrupted supply, cost efficiency, safety, and operational convenience into one relatable promise that fits everyday Indian routines. The platform was anchored by the national campaign line:
“Har Ghar PNG, Har Gaadi CNG – Jiyo Non-Stop Zindagi.”
Creative Execution
The campaign was rolled out through a high-impact, multi-platform approach including print, digital video commercials, and a sustained digital and social media presence. To deepen mass connect and credibility across regions, Sakshi Tanwar and Ravi Kishan were brought on board as brand ambassadors for PNG and CNG respectively. The creative framework ensured consistency at a national level while allowing flexible localisation across diverse geographies and on-ground outreach.
Impact & Results
Conceived and executed in a remarkably short span of time, built through New Year’s Eve even as the world was immersed in festive cheer, the campaign reflects high-energy collaboration and shared commitment across stakeholders. The result is a scalable national communication architecture designed to drive accelerated adoption across residential, transport, and commercial segments.