Mahanagar Gas looks to empanel creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | March 28, 2012
The pitch is currently underway in Mumbai.

Natural gas distribution company Mahanagar Gas (also known as MGL) is on the lookout for creative agencies. The pitch is underway in Mumbai.

Mahanagar Gas

Apparently, every two years, the creative duties are reviewed by the authorities and this pitch is one such process. However, this is the very first time that the company is showing interest in prominent mainline creative agencies.

Industry sources close to the development have confirmed the news to afaqs!. It is also learnt that the first round is near completion and involved five-six agencies that the brand team got in touch with based on their credentials and previous work.

The hunt is specifically for integrated agencies that can provide 360 degree solutions including creative inputs, brand strategy inputs, digital and OOH (out of home) solutions, as well as help with collaterals.

Mostly probably, three agencies that can offer all these integrated solutions will be empanelled by Mahanagar Gas. The task at hand is hardcore branding. The incumbents will be required to work to build 'brand Mahanagar Gas' and develop it as a strong brand, something that has not been focused on so far.

Established in 1995, Mahanagar Gas is a JV (joint venture) between three entities, namely, GAIL (India), the BG Group (UK) and the Government of Maharashtra.

The brand is positioned as an eco-friendly one. In fact, the Mahanagar Gas website ( carries the tagline, 'Indhan Hariyali Ka' written in green font.

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