HPCL calls for BTL pitch

As reported earlier by agencyfaqs!, HPCL is also looking for a creative agency for its Rs 40 crore ad duties. The BTL spends are pegged at Rs 10 crore

Hindustan Petroleum Corp. Ltd (HPCL) has called for a pitch for its below the line (BTL) duties. As reported earlier by agencyfaqs!, HPCL is also looking for a creative agency. A decision on the latter is likely to be reached soon. The overall size of the business is around Rs 40 crore, out of which the company plans to spend Rs 10 crore on BTL alone.

HPCL has already spoken to a few agencies which claim to be experts in all aspects of BTL. “But we have discovered that some specialise in activation, others in direct marketing, for instance,” says a HPCL spokesperson. “We are not coming across any overall BTL expert.”

According to the HPCL spokesperson, BTL marketing companies are witnessing a boom in business, and with industry growth, there is an emergence of speciality verticals – companies offering dedicated services in affinity marketing, podcasting, CRM (customer relationship management) programmes and POS (point of sale) management.

However, marketers are faced with a problem: They find that their BTL agency delivers well on contact programmes, but not on design and strategy, to cite an example. Similarly, CRM based data management and analysis is not a strong point for BTL activation and promotion agencies, says the HPCL spokesperson. Therefore, HPCL’s plan could be to hire either different BTL agencies, depending on the discipline in which they specialise, or a single agency with expertise and experience in all BTL areas.

“We’re still in the midst of figuring out whether it is more effective to spread needs across multiple BTL speciality agencies competent in a single function, or concentrate all BTL needs within a single umbrella agency,” adds the spokesperson.

More details on the BTL pitch are available on the website, www.hindustanpetroleum.com.

For the record, the creative duties are split between JWT, Mudra and O&M at present. HPCL will expect the chosen creative 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 (HP Milcy Turbo and HP Racer 2), LPG (HP Gas, Industrial LPG and Auto LPG) and aviation. The plan is to sign a two year contract with the selected agency, with the provision of another year’s extension built in.

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