GAIL revives Wah Kya Energy Hai with four films and an anthem
GAIL's second season of Wah Kya Energy Hai uses the Mishra family, humour and a new anthem to make cleaner fuels feel like an everyday choice.
The new film
GAIL (India) has launched the second season of its consumer awareness campaign “Wah Kya Energy Hai” in 2026. The new set includes four films and an anthem, “Naye Bharat Ki Nayi Energy”. Across the films, the recurring Mishra family moves through everyday situations: a Varanasi trip, a family gathering, a visit to relatives and a factory event. The campaign is aimed at households, vehicle owners, commercial and industrial users, and explicitly at Gen Z, whom GAIL frames as future consumers and catalysts for the energy transition. The anthem runs more than four minutes and brings together people across age groups and locations, while showing GAIL’s energy infrastructure, including a floating CNG station in Varanasi and compressed biogas.
The levers it pulls
Three behavioural science principles do most of the work.
- Familiarity heuristic. The campaign keeps repeating “Wah Kya Energy Hai” instead of launching a new proposition. The consistent jingle, plus the returning Mishra family, lowers recognition effort and makes the message feel easier to accept.
- Social proof through similarity. The films put cleaner fuels inside ordinary Indian social moments — a family trip, a gathering, a relative’s home, a factory function. When characters who look like the audience make the switch, the choice moves from policy to social norm.
- Processing fluency. Humour and conversational storytelling reduce the cognitive load. The films do not ask viewers to learn fuel specifications; they show CNG, PNG, LNG and CBG as natural parts of familiar situations, so the abstract category feels simple to grasp.
The bet the brand is making
GAIL is betting that long-format family storytelling — each film runs around eight to ten minutes — can do what shorter product-led advertising often cannot: make clean fuel feel culturally sticky. The campaign chooses entertainment and recurring characters over technical claims. It also places a bet on an owned audio asset. By pairing the familiar jingle with the new anthem “Naye Bharat Ki Nayi Energy”, GAIL is treating sound as a long-term memory shortcut, not a one-off tagline.
There is a second wager. By consciously bringing Gen Z into the communication, GAIL is trying to make the energy transition appear forward-looking and socially accepted. Ayush Gupta, director (HR), frames the work as an effort to make clean energy choices more relatable and meaningful, and to show GAIL’s wider social and economic role through GAIL Utkarsh and floating CNG stations.
What to borrow for your next campaign
The clearest lessons are structural.
- Reuse an owned audio asset until it becomes a mnemonic. A returning jingle gives every new film instant familiarity.
- Show the product inside a ritual. A family trip or relative’s visit gives the fuel a social context, not a spec sheet.
- Write a younger character in early. GAIL uses Gen Z as a normalising voice, not just a target segment.
If your category feels abstract, borrow the sitcom structure: recurring characters, light conflict and one clear use case per episode.
Watch the original: GAIL on YouTube
Source: Afaqs!
