Mumbai: Mahanagar Gas Limited (MGL), one of India’s leading natural gas distribution companies, has unveiled its new brand campaign “Mumbai Chalta Hai, MGL Par”, reinforcing its pivotal role in powering the city of Mumbai and beyond.

The campaign was formally launched by Shri Sandeep Gupta, Chairman, MGL, at a special event in BKC, Mumbai, in the presence of Shri Ashu Shinghal, Managing Director, Shri Ajay Sinha, Deputy Managing Director, and other senior dignitaries.

For over three decades, MGL has been a cornerstone in delivering safe, reliable, and sustainable energy solutions from Piped Natural Gas (PNG) to Compressed Natural Gas (CNG) – to homes, businesses, industries, and vehicles across Mumbai and adjoining regions. The new campaign comes at a time when customer expectations are rapidly evolving, with stronger emphasis on environmental responsibility, convenience, and trust.

Recognising this shift, MGL has embarked on a refreshed brand communication journey to deepen its emotional connect with Mumbaikars, positioning itself not merely as an energy provider but as an indispensable partner in the city’s heartbeat and growth.

Conceptualised by MX Advertising, the campaign underscores how Mumbai – India’s financial and cultural capital – “runs” on MGL. The tagline “Mumbai Chalta Hai, MGL Par” highlights MGL’s silent yet significant contribution to keep the city moving, whether through cooking fuel in millions of kitchens, powering vehicles on the road, or energising industries that keep the economy thriving.

To bring this vision alive, MGL has adopted an AI-led creative approach, seamlessly integrating the campaign across print, radio, outdoor, and digital platforms. The innovative storytelling framework harnesses the power of Artificial Intelligence to capture the spirit of Mumbai and the integral role MGL plays in sustaining it.

Speaking on the launch Shri Sandeep Gupta, Chairman, MGL, mentioned, “Mumbai is a city that never stops, and at MGL we take pride in being one of the forces that keeps it going. This campaign reflects not just our legacy of reliability and trust, but also our vision for a sustainable and progressive future. ‘Mumbai Chalta Hai, MGL Par’ is more than a tagline; it is a celebration of MGL’s enduring bond with the people and pulse of Mumbai.”

Adding to this, Shri Ashu Shinghal, Managing Director, MGL, mentioned, “For over 30 years, MGL has been synonymous with safe and environment-friendly energy. Through this campaign, we aim to highlight our role as an enabler of everyday life in Mumbai — fueling homes, businesses, and mobility with efficiency and care. As we embrace new technologies and evolving customer expectations, MGL remains committed to being a trusted partner in the city’s growth story.”