Mahanagar Gas Limited (MGL), a leading natural gas distribution company in India, has launched its inaugural brand campaign, “Mumbai Chalta Hai MGL Par!”. Conceptualized by MX Advertising, this multimedia initiative underscores MGL’s pivotal role in fueling Mumbai’s relentless energy, marking a significant shift from its traditional image as a utility provider to a vital enabler of the city’s dynamic rhythm.

For over 30 years, MGL has been integral to Mumbai’s energy ecosystem, powering more than 2.8 million households with Piped Natural Gas (PNG) and over 1.1 million vehicles with Compressed Natural Gas (CNG). Additionally, it supports numerous industrial and commercial establishments across the city. The campaign leverages these impressive statistics to highlight MGL’s extensive reach and impact, emphasizing its role as the backbone of Mumbai’s daily operations.

Neera Phate, Head of Corporate Communications at MGL, stated, “Every day, millions of Mumbaikars rely on MGL, often unaware of its presence. From kitchens in over 2.8 million homes to more than 1.1 million vehicles, MGL is a lifeline for the city. This campaign celebrates our deep connection with Mumbai and the reality that ‘Mumbai Chalta Hai MGL Par!’”

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The campaign, crafted by MX Advertising, combines hard-hitting data with emotional storytelling. Ajit Nair, Director at MX Advertising, explained, “We aimed to capture MGL’s immense presence while forging an emotional bond with Mumbai. By using numbers as our narrative tool, we highlight the scale of MGL’s contribution, making ‘Mumbai Chalta Hai MGL Par!’ a powerful reflection of trust and impact.”

The creative approach, led by Atif Shaikh, Creative Director at MX Advertising, focuses on real Mumbai moments anchored by tangible statistics. “We chose facts over abstract claims,” Shaikh noted. “Highlighting that 2.8 million homes cook with MGL PNG and 1.1 million vehicles run on MGL CNG builds instant credibility. By blending these numbers with human stories, we reflect the lives of Mumbaikars, making the campaign relatable and authentic.”

This multimedia campaign spans print, outdoor, radio, and digital platforms, with the print and outdoor components marking MX Advertising’s first AI-generated campaign. Through this initiative, MGL establishes itself not merely as a utility provider but as the driving force behind Mumbai’s unstoppable momentum, reinforcing its indispensable role in the city’s daily life.

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