Petroleum Conservation Reservation Association has appointed JWT to handle the creative duties for a special pan-India campaign on petroleum conservation following a multi-agency pitch. Besides JWT, the other agencies in fray were Euro RSCG, McCann Erickson, O&M, PerceptH, Grey, Concept, Pressman and Leo Burnett.
The estimated budget that has been allocated by the Ministry of Petroleum and Natural Gas to PCRA to carry out this campaign is Rs 40 crore. The client is still in the process of appointing a media buying agency for this particular campaign.
Confirming the development, N Pownraj, Additional Director, Educational Campaign, said, “We are happy to announce JWT as our creative partner in this special pan-India campaign on petroleum conservation. We are very clear that we want to go the 360-degree way for our communication, which will include all mass media – viz. television, radio, print, PR and publicity in all media, events / rallies /exhibitions, outdoor publicity, Internet advertising, and direct marketing, among others.”
Pownraj further explained that this would be a special campaign that would endeavour to educate people all over the country on the need and measures of petroleum conservation under its most important function of education campaign. The contract signed with JWT is for a duration of 5-6 months. The media agency would also be signed on for a similar duration.
The campaign will be carried out in 12 languages for various media as per TG segmentation. The languages are Hindi, English, Assamese, Bengali, Gujarati, Kannada, Malayalam, Marathi, Oriya, Punjabi, Tamil and Telugu.
PCRA’s prime objective is to promote efficient utilisation of petroleum products in India. Over the years, PCRA has been propagating the message of petroleum conservation through various media such as TV, newsprint, radio, outdoor publicity, literature / pamphlets / brochures, and events and exhibitions. PCRA is a non-profit registered society under the Ministry of Petroleum and Natural Gas, engaged in promoting petroleum conservation in various sectors of the economy since 1978.