The country’s second-largest petroleum company, Bharat Petroleum Corporation Ltd (BPCL), has selected Lintas Media Group as the custodian of its media business. LMG officials couldn’t be contacted at the time of filing this report, but sources close to the development have confirmed the news. The sources also informed that the account size is upwards of Rs 50 crore.
The incumbent agency is Mediaedge:cia. Other agencies in the fray for this prestigious account were Lodestar Universal, MPG and also Mediaedge:cia.
In April this year, BPCL had empanelled four agencies for its creative business. They were McCann Erickson, Saatchi & Saatchi, Euro RSCG and Lowe. Seven agencies had been invited for the creative pitch.
As has been reported earlier in sections of the media, BPCL plans to diversify into the direct to home (DTH) business as well as bottled water to shore up its bottomline which has come under some pressure in recent times. The appointment of Lintas Media Group is a step towards strengthening its market presence.
BPCL empanels McCann Erickson, Saatchi & Saatchi, Euro RSCG, Lowe for creative duties