Bharat Petroleum Corporation Ltd (BPCL) is moving very swiftly in finalising its media partner. From the 11 agencies that had gone after the company’s media business in the wake of a statutory three-year review, nine were invited to present. BPCL has now shortlisted four from this list. The four shortlisted agencies include Mudra Max, Maxus, the incumbent Lintas Media Group and BPCL’s previous agency MEC.
While BPCL officials couldn’t be contacted, a source close to the development stated that there was also buzz of a fifth agency making a back-door entry in the pitch. However, exchange4media couldn’t independently verify this information.
The size of the business is estimated to be in the vicinity of Rs 60-65 crore. exchange4media readers would recall that as part of its statutory requisite, BPCL reviews its media duties every three years.
BPCL will award its media duties to a single agency.
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.
BPCL reviews media duties