Bharat Petroleum Corporation Ltd (BPCL) has kicked off the process of its annual advertising review. BPCL empanels a host of three to four creative agencies on its roster. The present set comprises Saatchi & Saatchi, Lowe Lintas, and Euro RSCG. In November last year, BPCL added Scarecrow Communication to the list too.
Industry sources peg BPCL ad spends in the vicinity of Rs 20 crore. Sources close to the development informed that the first round of presentations began on April 15, 2011.
It is understood that the pitch is for creative agencies. The media agency on the business is Lintas Media Group.
The agency re-empanelment happens every year through tender submission following a round of creative presentations.
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 Limited, which was renamed Bharat Petroleum Corporation Limited in 1977. Being one of the key players, BPCL has played a substantial role in structuring the petroleum category of the country.