ONGC empanels agencies; plans ad spend upwards of Rs 30 cr

In July, agencyfaqs! reported that the Oil and Natural Gas Corp. (ONGC) was calling for a creative and media pitch amongst the top 20 agencies of the country. After a long four months, the verdict is finally out. Reliable sources confirm that Rediffusion, Grey Worldwide, RK Swamy/BBDO and Bates Enterprise have won the coveted account.

The pitch process began with an invitation to agencies to submit their credentials, following which eight or nine agencies were shortlisted to make creative and strategy presentations. According to the brief, the agencies were required to position ONGC as a brand, considering the current scenario in the country.

Prior to this exercise, Grey and RK Swamy were empanelled with ONGC at the end of 2004 for around two and a half years. Thus, these two agencies are not new to the business. Rediffusion and Bates, however, have been brought on board for the first time. The media arms of the agencies will be responsible for the media planning and buying.

Sources confirm that ONGC is looking at a significant ad spend now – upwards of Rs 30 crore. The pitch, which was for the corporate duties, included not only the annual and quarterly releases of the company’s results, but also a brand campaign to counter the competition. Print, and even television advertising, will be considered.

ONGC is a public sector petroleum company, in which the government holds a 74.14 per cent stake; the other stakeholders include Indian Oil Corp. and Gas Authority of India Ltd.