HPCL has empanelled Leo Burnett, Mudra and JWT to handle its entire communication mix. Earlier this year, HPCL had called for a pitch for which 10 agencies were contacted. Following the pitch, JWT and Mudra were retained, while Leo Burnett replaced O&M among the empanelled agencies. Officials close to this development informed that Leo Burnett would take over the Power brand of HPCL from O&M.
Industry sources have pegged the ad spend at around Rs 40-45 crore. An official communiqué said, “HPCL went through a rigorous process of selection in two phases, creating a smaller shortlist at every stage. The mandate was given to Leo Burnett, JWT and Mudra on the basis of their understanding of the market, strategic thinking and clutter breaking creative work.”