HPCL calls for a creative pitch, plans to consolidate

The size of the business is estimated to be Rs 40 crore. At present, the creative duties are split between Mudra, JWT and O&M

Hindustan Petroleum Corp. Ltd (HPCL) has called for a creative pitch and is currently looking at a creative partner to handle all its communication needs. HPCL has earmarked Rs 40 crore as its ad spend for the coming year.

Currently, the creative duties are split between JWT, Mudra and O&M. It is not clear whether these agencies will pitch to retain the business. The media duties are with MindShare.

HPCL calls for a creative pitch, plans to consolidate

Sources close to the development reveal that HPCL plans to consolidate its creative duties with one agency. HPCL will expect this agency to work on its corporate branding as also its brands in the retail space (Club HP, PoWer, TurboJet and e-fuel station), direct sales, lubricants (including HP Milcy Turbo and HP Racer 2), LPG (HP Gas, Industrial LPG and Auto LPG), and aviation. The plan is to allot a two-year contract to the selected agency, with a provision to extend it for another year.

According to sources, HPCL wishes to have a presence in both mass media as well as below the line media vehicles (including direct marketing and card-based loyalty programmes, and promotional campaigns).

For the record, HPCL is a Fortune 500 company.

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