Mudra Max is on a winning spree. Close on the heels of adding the media duties of Ashok Leyland, Canara HSBC Life Insurance and World Gold Council, the agency has been awarded the media mandate for Bharat Petroleum Corporation Ltd (BPCL). The account is pegged in the vicinity of Rs 60-65 crore. Pratap Bose, CEO, Mudra Max, has confirmed the development to exchange4media.
BPCL had shortlisted four agencies from the 11 that had pitched for the company’s media business. The four shortlisted agencies included Mudra Max, Maxus, the incumbent Lintas Media Group and BPCL’s previous agency MEC.
exchange4media readers would recall that as part of its statutory requisite, BPCL reviews its media duties every three years.
BPCL had handed the business to LMG in August 2008, before which its media agency was MEC.
The company had completed its creative review in May 2011 and added Law & Kenneth to its roster. The other creative agencies that work with BPCL are Saatchi & Saatchi, Lowe Lintas and Euro RSCG.
BPCL is the first refinery to process newly found indigenous crude oil in the country. To give a background, in 1976, the Burmah Shell Group of Companies was taken over by the Government of India to form Bharat Refineries Ltd, which was renamed Bharat Petroleum Corporation Ltd in 1977. Being one of the key players, BPCL has played a substantial role in structuring the petroleum industry in the country.