BPCL awards Rs 40 cr ad biz to Lowe Lintas, Saatchi & Saatchi and Euro RSCG

Bharat Petroleum Corporate Ltd has decided on the agencies to take care of its Rs 40 crore advertising business. Around nine agencies were invited for the annual review and sources inform that the decision is in favour of Lowe Lintas, Saatchi & Saatchi and Euro RSCG.

e4m by exchange4media Staff
Updated: Aug 8, 2019 11:12 AM
BPCL awards Rs 40 cr ad biz to Lowe Lintas, Saatchi & Saatchi and Euro RSCG

Bharat Petroleum Corporate Ltd has decided on the agencies to take care of its Rs 40 crore advertising business. Around nine agencies were invited for the annual review and sources inform that the decision is in favour of Lowe Lintas, Saatchi & Saatchi and Euro RSCG.

Sources further inform that this is a two plus one year empanelment, which means that the agencies would be working with BPCL for two years and if all works between the agency and BPCL, they would continue in the third year as well. As of right now, what part of the business goes to which agency, is not decided. However, sources do share that the responsibilities would be equally divided.

The agencies in the fray were Lowe, Saatchi & Saatchi, FCB Ulka, Grey Worldwide, Bates, Enterprise Nexus, Everest and Euro RSCG. Most other big wigs of the business aren’t a part of the process due to conflicting business.

Prior to this, the account was divided between Lowe Lintas and Saatchi & Saatchi. Where Lowe handled the corporate brand part of the business, Saatchi took care of products like Pure For Sure, Speed, MAK Lubricant and Bharat Gas amongst others.

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. Being one of the key players, BPCL has played a substantial role in structuring the petroleum category of the country.

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