After a three-year long relation with Lintas Media Group, Bharat Petroleum Corporation Ltd (BPCL) is in the process of reviewing its media duties. It is understood that a review every three years is a statutory requisite for the public service unit.
BPCL and LMG officials were unavailable for comments at the time of filing the report. Sources close to the development informed that nine agencies have participated in this review.
The first round of presentations is completed. BPCL would award its media duties to a single agency, as is the case with the company at present. 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 category of the country.