Bharat Petroleum Corporate Ltd has decided on the agencies to assign of its Rs 40-crore advertising duty. Around nine agencies were invited for the annual review and, as sources inform, the decision has gone in favour of Lowe Lintas, Saatchi & Saatchi and Euro RSCG.
Sources further share that this is a two-plus-one-year empanelment, which means that the agencies would be working with BPCL for two years and if all works between the agency and BPCL, they would continue in the third year as well. As of right now, what part of the business goes to which agency, is not decided. However, sources do share that the responsibilities would be equally divided.
The agencies in the fray were Lowe, Saatchi & Saatchi, FCB Ulka, Grey Worldwide, Bates, Enterprise Nexus, Everest and Euro RSCG. Most other bigwigs were not in the process due to conflicting accounts.
Prior to this, the account was divided between Lowe Lintas and Saatchi & Saatchi. Where Lowe handled the corporate brand part of the business, Saatchi took care of products like Pure For Sure, Speed, MAK Lubricant and Bharat Gas amongst others.
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.