Bharat Petroleum Corporation Ltd (BPCL) on Wednesday announced that it had roped in Formula Asia champion Narain Karthikeyan as the brand ambassador for its Speed brand of petrol.
Mr S. Radhakrishnan, Director (Marketing), BPCL, said: "The idea is to try build passion and performance of Speed with Karthikeyan, since both have firsts to their credit — the first performance-enhancing motor fuel in the country and the first Indian in the world of motor sport."
Karthikeyan will soon appear in Speed's ad campaigns. He will take part in promotional campaigns on ground, exhibitions and shows, Mr S. Ramesh, General Manager (Retail Strategy), BPCL, said, adding that he would also participate in events such as Grand Prix F1 Races 2003, Speed Run — the quarter mile rush, which will soon be held in Banglore, Delhi and Kolkata.
Speed has a 65 per cent market share and is currently sold in 45 cities and 1,000 retail outlets. Its users comprise two-wheelers, four-wheelers across segments, SUVs and across types - price-sensitive and performance-sensitive.
In June 2002 Bharat Petroleum introduced Speed as the first branded fuel in the country. Meant for motor gasoline vehicles, Speed contains multi-functional fuel additives which are claimed to remove and prevent formation of harmful deposits thereby improving vehicle performance.