Natural gas distribution company Mahanagar Gas (also known as MGL) has concluded its creative pitch. The company has empanelled five agencies. These are Forecast Advertising, Ratan Batra, MX Advertising, Inter Publicity and Network Advertising.
The development is the result of a multi-agency pitch that was conducted in Mumbai recently. The process began in March. The authorities are known to review their creative roster once every two years or so.
The empanelled agencies will be required to provide 360 degree solutions including creative inputs, brand strategy inputs, digital and OOH (out of home) solutions, as well as help with collaterals.
Mahanagar Gas is now focused on hardcore branding; the company's upcoming communication will aim 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 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 (http://www.mahanagargas.com/) carries the tagline, 'Indhan Hariyali Ka' written in green font.