Reliability, safety, clean energy, and well-being define IGL’s mission of sustainability

Credible and authentic communications stand at the forefront of brand’s success in today’s time and Amandeep Singh has mastered this art with his core belief that the most powerful brands are those that connect deeply with people.

With nearly three decades of experience and over twenty years of that devoted to Indraprastha Gas Limited (IGL), Singh has been at the forefront of transforming how the company communicates, engages, and builds relationships with its vast customer base. As the Sr. Vice President heading PNG Marketing & Corporate Communication at IGL, he stands as both a strategist and storyteller, seamlessly weaving technology, marketing, and purpose-driven communication into IGL’s brand DNA.

Under his leadership, marketing has evolved from a function of visibility to a vehicle of trust. His work educates, empowers, and create awareness about the role of clean energy in shaping a sustainable future. It’s this ability to balance data with empathy, and innovation with authenticity, that has made Singh a defining voice in corporate communication within India’s energy landscape.

In this feature, we explore Amandeep Singh’s remarkable journey from how he found his start in the industry, how he leverages technology, marketing, and communication to enhance customer awareness and engagement. He shares his insights on building and sustaining brand reputation, the communication trends that will redefine the energy and infrastructure sector, and his advice for young professionals aspiring to make their mark in corporate communications and marketing.

Excerpts:

You’ve had an illustrious career of over three decades in marketing and communications. How would you describe your journey so far and the industry evolution along the way?

My career journey has been a story of constant learning, evolution, adaptability, and purpose. From the early days of traditional media to today’s era of digital transformation and stakeholder engagement, I have not only just witnessed but have actively been involved in crafting and shaping the changing narrative of City Gas Distribution business in India.

I have been lucky to get the opportunity to make communication a bridge between performance of my organisation and public trust. Alongside my personal growth, the marketing and communication industry itself has transformed—from message dissemination to meaningful dialogue, from one-way storytelling to co-creation with consumers.

I believe that learning is a lifelong journey, and sharing knowledge is equally vital. Mentoring the next generation by nurturing relationships, staying transparent, and upholding honesty builds lasting trust and credibility. Guided by these principles, my career has been deeply enriching—and the journey toward new milestones continues with the same spirit of growth and purpose.

The energy sector has transformed tremendously with the shift toward sustainability and cleaner fuel options.

Can you share some innovative go-to-market strategies or campaigns led by you that have had a significant impact on PNG adoption and brand visibility?

Energy companies need to evolve from mere service providers to partners in progress—embracing sustainability, storytelling, and community engagement to build trust and shape a responsible, aspirational future.

We have been consistent in using integrated communication campaigns and drives to raise awareness about PNG among domestic consumers making the brand story accessible across demographics. This includes the use of social media, a mobile app, QR codes, and increased digital customer engagement. In addition, customer camps and roadshows are organised in target neighbourhoods to demonstrate the benefits and convenience of PNG to potential new customers. Special offers and schemes are introduced for the campaign period to incentivize registrations.

Our multichannel customer contact options make it easier for consumers to connect and sign up by providing convenient registration through apps, the website, and physical customer service points.

How do you leverage technology, marketing and communication to improve customer awareness, trust, and engagement and make brand narrative both engaging and relatable for consumers? 

Reliability, safety, clean energy, and customer well-being always remain at the core of our communication aligning with our mission of sustainability and quality of life improvement. The company’s communication emphasizes reliability, safety, clean energy, and customer well-being, aligning with its mission of sustainability and quality of life improvement. We actively seek customer feedback, organize on-ground events like customer meets, and run informational campaigns tailored for urban and rural audiences to relate the brand story.

The digital customer-centric initiatives, including the mobile app and AI chatbot are aimed at empowering the users with option of self-billing, service requests, digital payment, and complaint redressal features through personalised customer interaction.

The data collected from various sources is used to foster trust and connection. It is our effort to humanize data, while balancing personalization with authenticity and turning it into a bridge between people and purpose.

These integrated efforts position IGL as a trusted, innovative, and customer-focused clean energy provider in India.

What are some of the most valuable lessons you’ve learned about building and sustaining brand reputation?

In today’s fast-changing marketplace, brands must balance agility with consistency. While consumer preferences evolve rapidly, credibility depends on staying true to core values and identity. Purpose and promise should remain constant, guiding every decision, even as campaigns, tone, and channels adapt with flexibility—ensuring evolution without compromising the brand’s authenticity or DNA.

What communication trends do you believe will redefine the energy and infrastructure sector in the next few years?

In regulated sectors like energy and infrastructure, narrative will serve as a bridge between policy, performance, and public perception in the future. It would be less about marketing and more about shaping a shared vision that aligns duty with aspiration, compliance with innovation, and mandates with meaningful human impact.

What advice would you give to young professionals aspiring to make their mark in corporate communications and marketing?

Future marketing and communication professionals must blend creativity with data fluency and technological mastery. Agility, adaptability, and continuous learning will be essential to stay relevant in a rapidly evolving landscape. While leveraging technology and analytics is vital, professionals must ensure it serves strategy—not dominates it—to preserve the human insight at the heart of effective communication.

How do you personally stay inspired and continue to grow as a leader in such a fast-evolving industry?

Blending continuous learning with purposeful leadership has been my mantra to grow in the fast evolving energy sector. While constantly updating himself on emerging communication trends, technology, and sustainability practices as a result of my curiosity, I remain firmly grounded in the principles of authenticity, ethics, and empathy.

My philosophy centers on lifelong learning, mentoring future professionals, and viewing communication as both an art and a responsibility. I believe that by balancing innovation with integrity, and strategy with human connection, a leader can continue to evolve, as true leadership in a changing world is about staying relevant, relatable, and relentlessly value-driven.