E20 fuel debate puts creators under spotlight

The FIR filed against four influencers, including YouTuber-politician Manish Kashyap, over content related to ethanol-blended petrol (E20) has brought India's creator ecosystem into the centre of a policy debate that has played out extensively on social media over the past year.

The case, registered at Nagpur Cyber Police Station, alleges that the creators circulated misleading and defamatory content against Union Road Transport and Highways Minister Nitin Gadkari while discussing E20 fuel. Besides Kashyap, the FIR names Instagram account Desi Boys, Harshit Rathi and Ankleash Invatee. Police have invoked provisions of the Bharatiya Nyaya Sanhita and the Information Technology Act.

The development is notable because the government's ethanol-blending programme has been one of the largest policy-led influencer campaigns seen in India. Months before the FIR, creators across categories were enlisted to explain the benefits of E20 fuel to their audiences.

View this post on Instagram

A post shared by Manish Kasyap (@ermanishkasyap)

When Creators Were Promoting E20

As India accelerated its ethanol-blending programme and achieved the target of 20% ethanol blending in petrol, creators became an important part of the communication strategy.

Several influencers, including Abhishek Malhan (Fukra Insaan), Thugesh, Neha Nagar, Rajan Arora, RJ Karishma, RJ Naved, Arun Kushwah and others, posted content around E20 fuel. The videos largely highlighted three themes consistently associated with the government's messaging: reducing dependence on imported crude oil, lowering emissions and increasing income opportunities for farmers through ethanol production.

Many of these posts appeared as collaborations with accounts linked to Union Petroleum Minister Hardeep Singh Puri, the Ministry of Petroleum and Natural Gas and state-run oil marketing companies including Indian Oil, Bharat Petroleum and Hindustan Petroleum.

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

The campaign generated significant reach. Several creators recorded view counts running into millions, demonstrating the scale at which influencer marketing was being used to communicate a public policy initiative.

Media reports also highlighted that influencer agencies had approached creators for E20-related collaborations. Some automotive creators publicly claimed they declined participation because of concerns around the policy and its impact on vehicles.

A Debate Beyond Social Media

The government's position on E20 has remained consistent. Officials have argued that ethanol blending helps reduce crude oil imports, improves energy security, lowers emissions and supports India's agricultural economy.

At the same time, criticism has emerged from sections of motorists, automobile enthusiasts and content creators. Concerns have centred on fuel efficiency, long-term engine performance and the impact on older vehicles that were not originally designed for higher ethanol blends.

These concerns have fuelled discussions across YouTube, Instagram and automotive forums, making E20 one of the most debated automobile-related policy issues on Indian social media.

The Sourav Joshi-Mercedes Episode

The debate gained fresh momentum after YouTuber Sourav Joshi claimed in a vlog that the mileage of his Mercedes-Benz SUV had dropped significantly after he started using E20 petrol.

The video quickly gained traction and sparked renewed discussion around the impact of ethanol-blended fuel on vehicles.

Read On: Why E20 could reshape auto marketing

Mercedes-Benz India subsequently issued a clarification, stating: "All Mercedes-Benz petrol BS VI vehicles are materially compatible with E20 fuel and certified accordingly."

The company maintained that its BS VI petrol vehicles sold in India are fully compatible with E20 fuel and meet the required certification standards.

Joshi later clarified that the issue was traced to an engine-related fault and not to E20 petrol. The episode nevertheless demonstrated how creator content can quickly shape public discourse around a policy issue and draw responses from major brands.

I am scared to fill ethanol-blended petrol in my car. My Mercedes used to give 16–17 km/l mileage, but now it’s dropped to 5. My car will be ruined soon.

—India’s biggest vlogger, Saurav Joshi pic.twitter.com/IQgSgogFHm

— Mohit Chauhan (@mohitlaws) July 12, 2026

For brands, the E20 debate reflects a larger shift in the digital ecosystem. Conversations that begin with creators can rapidly influence consumer sentiment, trigger media coverage and require corporate responses. The FIR against influencers comes at a time when creators are playing a larger role in discussions that extend beyond entertainment and consumer products.

Governments, public institutions and private companies increasingly rely on creators to explain complex subjects to mass audiences. At the same time, creators are emerging as commentators and critics on issues ranging from public policy to technology and finance.

The E20 controversy highlights both sides of that equation. Influencers were used to amplify awareness around ethanol blending, but some are now facing legal scrutiny over content critical of the same policy.