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RK Swamy/BBDO bags IOC's premium auto fuel, Indane accounts

24-December-2002
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RK Swamy/BBDO bags IOC's premium auto fuel, Indane accounts

RK Swamy/BBDO's Mumbai office has bagged new business from Indian Oil Corporation (IOC), beating the likes of FCB-Ulka, TBWA Anthem, Quadrant, Interface Communications and Span Communications. The new accounts are IOC's premium petrol and super diesel, and cooking gas Indane, and are estimated to be worth "several crores."

RK Swamy was one among 24 agencies invited by IOC to a new panel of agencies in July; the agencies went through two rounds of presentations to the client, after which the six agencies were short-listed to pitch for specific businesses. The pitch involved both, creative and strategy.

IOC has never advertised for its petrol and diesel products, and done only very little advertising for Indane. But with other players in the market becoming active, it felt the need for brand building.

Notably, the win comes on the heels of the appointment of Deepa Kakkar as Executive National Creative Director. Kakkar, who joined the agency after a long stint at JWT, was only a few days old in the agency when they pitched, and contributed to the creative.

The recent win caps a good year for the No. 7 agency, which also picked up SBI (Bank) and Raymond Suitings this year. The new businesses, including Indian Oil, are estimated to be worth Rs 45 crore.

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