Case Studies

Indraprastha Gas Limited (IGL) needed to position CNG as the fuel of choice for the younger, tech-savvy generation. The problem? This audience doesn’t respond to conventional advertising or traditional media. They value innovation, sustainability, and lifestyle alignment - and IGL had to shift CNG’s perception from being “practical” to being smart and aspirational.

The younger generation doesn’t buy into fuel; they buy into values. To win their attention, CNG had to be rebranded as more than an economical option - it had to stand for innovation, sustainability, and intelligence. Positioning CNG as the “Smart Fuel for a Smart Generation” would directly connect with their mindset.

We created a multi-channel digital campaign that brought CNG into the cultural conversation:

• Campaign Identity: Launched “Smart Generation ka Smart Fuel” with a custom campaign logo to build strong recall.
• Targeted Digital Reach: Leveraged precision targeting through social media ads to reach the youth demographic.
• Influencer Marketing: Partnered with 50 influencers to amplify the narrative and add authenticity.
• Interactive Engagement: Designed quizzes, contests, and interactive posts to drive active participation.
• Smart Messaging: Positioned CNG around its environmental benefits, technological efficiency, and modern relevance, aligning with sustainability values.
• Video-First Strategy: Released a campaign video on Instagram that achieved mass visibility and engagement.

• Massive Social Reach: Instagram video reached 207,300 users, with 467,600 impressions and 78,101 views.
• Influencer Amplification: 50 influencers expanded the message reach significantly across social channels.
• High Engagement: Interactive content ensured audiences didn’t just consume the message - they engaged with it.
• Brand Positioning: CNG was successfully repositioned as a fuel aligned with the values of innovation and sustainability.

This campaign didn’t just promote CNG - it rebranded it for the future. By speaking the language of the next generation and placing CNG at the intersection of smart choices and sustainability, OMLogic helped IGL strengthen its positioning as a future-ready, environmentally conscious energy leader.