The Petroleum Conservation Reservation Association (PCRA) has called for a creative pitch. The Ministry of Petroleum and Natural Gas has allocated a budget of Rs 40 crore to PCRA to carry out a special pan-India campaign on petroleum conservation. Nine agencies have been shortlisted after submission of tenders – Euro RSCG, McCann Erickson, O&M, JWT, PerceptH, Grey, Concept, Pressman and Leo Burnett.
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.
The selected agency/agencies would be required to prepare the complete strategy and creative for all mass media, viz. television, radio, print, etc, concept design and production of TVCs, concept design and production of radio jingles, concept design and production of print ads of different sizes, PR and publicity in all media, events/ rallies/exhibitions, outdoor publicity, Internet advertising, and direct marketing, among others.
PCRA’s prime objective is to promote efficient utilisation of petroleum products in India. While the above activities form the gamut of direct services, PCRA endeavours to educate people all over the country on the need and measures of petroleum conservation under its most important function of education campaign. 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.