Bharat Petroleum Corporation has invited agencies to take care of its Rs 40-crore advertising business. The pitch process is spread over today and tomorrow, where nine agencies will compete to get a share of the business. As is the process, the petro major is looking at empanelling three agencies.
The account currently lies in the custodianship of Lowe India and Saatchi & Saatchi. While Lowe handles the corporate branding part of the business, Saatchi takes care of the products like Pure For Sure, Speed, MAK Lubricant and Bharat Gas amongst others. In the previous empanelment, Contract too was one of the empanelled agencies. However, at a later stage, the relation ceased to exist. This year, because of its deal with Shell, Contract isn’t a part of the pitch process at all.
The agencies in the fray are Lowe, Saatchi & Saatchi, FCB Ulka, Grey Worldwide, Bates, Enterprise Nexus, Everest and Euro RSCG. Most other bigwigs in the industry aren’t a part of the process due to conflicting businesses. A decision on the pitch is expected soon.
BPCL is the first refinery to process newly found indigenous crude oil in the country. To give a background, in 1976, the Burmah Shell Group of Companies was taken over by the Government of India to form Bharat Refineries Limited, which was renamed as Bharat Petroleum Corporation Limited in 1977. Being one of the key players, BPCL has played a substantial role in structuring the petroleum category of the country.