Hindustan Petroleum is on the lookout for a creative custodian for its retail brands. Though the exact size of the account is not disclosed, industry sources inform that it is over the region of Rs 10–12 crore. Currently, JWT is handling the account.
As the retail side of the business is trying to zero in on an agency, the company is soon to invite eight agencies to pitch in, inform sources. It is however clear that HPCL is looking at non-aligned agencies. Consequently, the likes of Lowe (BPCL), Saatchi & Saatchi (BPCL-aligned agency), Contract (Shell) Rediffusion DY&R (IOC) and Leo Burnett (IOC) are out of the pitch process.
The retail business of HPCL constitutes of the HP petrol pumps, retail products like Power, Turbojet and retail marketing initiatives like Club HP and Club HP Smart 1, HPCL debit and credit cards among others.
HP Power was earlier in the custody of Rediffusion DY&R. However, with the agency winning the IOC business about six months back, the account was moved. However, company officials couldn’t be contacted till the time of filing this report.
HPCL is the result of a convergence of four companies – ESSO, Lube India, Caltex Oil Refining India and Kosan Gas Company. After a few name changes, the group was finally christened as HPCL in 1974 and since then, the business has spread across various fronts relating to petroleum products.