The long-awaited decision of Bharat Petroleum Corporate Ltd (BPCL) on its media AoR has come through. The petroleum major has consolidated its media duties with Mediedge: cia. The business is pegged at Rs 40 crore. The pitch process had been going on for almost a month. The other agencies in the fray included Initiative Media, Lodestar and Starcom. Madison Media was also invited for the pitch but the agency didn’t participate.
As is known, the creative agencies working with BCPL are Lowe Lintas, Saatchi & Saatchi and Euro RSCG. Owing to the earlier arrangement when the media arms of the above mentioned agencies were taking care of the media duties of BPCL, Mediaedge: cia already has experience working on the brand.
As is the case with the creative duties, where the agencies are empanelled for a two-plus-one-year period, wherein a review can be called after the completion of two years, sources close to the situation divulge that the contract with the media AoR is also on the same lines.
At the time of filing the story both the client and agency were not available for comments.
BPCL is the first refinery to process newly found indigenous crude 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 Bharat Petroleum Corporation Limited in 1977. BPCL has played a substantial role in the development of the petroleum sector in the country.