Abhishek Malhan, RJ Naved and other creators join govt’s E20 fuel push

As the nationwide rollout of 20% ethanol-blended petrol (E20) gains momentum, the government seems to have added a new tool to its communication arsenal—influencers. Several influencer marketing agencies claim they have been approached to onboard creators for a paid campaign highlighting the benefits of E20.

The campaign has already seen participation from top digital creators such as Abhishek Malhan, RJ Naved, RJ Karishma and finance influencer Neha Nagar. Their posts, which have collectively garnered millions of views, often appear as collabs with the official handles of Union Petroleum Minister Hardeep Singh Puri, the Petroleum Ministry, and oil PSUs like BPCL and HPCL.

While a handful of creators, like Neha Nagar, disclosed their reels as “Paid Partnerships,” most refrained from marking the posts as promotional, blurring the lines between organic content and sponsored communication.

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A post shared by Naved Khan (@rjnaved)

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A post shared by Neha Nagar | Filmy Finance (@iamnehanagar)

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A post shared by ABHISHEK MALHAN (@fukra_insaan)

Not all influencers jumped on board. Auto content creator page The Race Monkey publicly shared screenshots of campaign pitches from an agency, claiming it was offered up to Rs 15 lakh to post supportive content. The creator turned down the deal, arguing that ethanol-blended petrol harms older vehicles and “misleads consumers.” Another creator, Motorcycle Trails, echoed similar concerns and declined the collaboration.

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A post shared by The Race Monkey (@theracemonkey)

Industry insiders suggest that if mid-tier influencers were being offered upwards of Rs 15 lakh, the overall campaign budget could be substantial, running into several crores.

Experts believe the government’s reliance on influencers represents a shift from traditional ad spends to narrative-shaping through digital creators. With short-form video platforms commanding massive reach and trust among younger audiences, agencies say influencers are now being viewed as credible vehicles for policy communication.

However, the lack of transparency around disclosures has raised eyebrows within the industry.

While ethanol-blended fuel is being positioned as a step towards energy security and farmer income, influencer marketing agencies point out that credibility risks remain if campaigns appear one-sided.