HPCL calls for an agency pitch

Public sector petroleum behemoth Hindustan Petroleum Corporation Ltd (HPCL) has called for an agency pitch.

The account size of the business is Rs 60 crore. The pitch involves HPCL's retail, LPG and lubricants businesses.

Senior HPCL executives told agencyfaqs! that the company had put out an expression of interest for the purpose of shortlisting advertising agencies. Besides detailing the objective of the pitch, the advert enumerates the eligibility criteria for agencies keen on pitching.

Parameters such as the agency should have had clocked an annual billing of Rs 100 crore, serviced 10 national brands in the past three years and should have the capability of providing below-the-line as well as media planning services, would be factored in the selection procedure.

Today (Monday) is the last day for submission of the applications. HPCL executives say the pitch would begin once the shortlisting process is over.

JWT and Mudra are the incumbent agencies of HPCL. As the four-year contract between HPCL and the two agencies has come to a close, the PSU is looking for new partners and ideas for building the HPCL brand and, of course, its sub-brands

Some of the new creatives will certainly involve tennis icon Sania Mirza, who was signed up by HPCL for endorsement of its retail brands last month.

Mirza as HPCL brand ambassador will promote HPCL's brands for the next two years.

HPCL has mega brands including Club HP, Power, Turbojet, HP Milcy, HP Racer, HP Champion and HP Gas in its portfolio.

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