Indian Oil Corporation (IOCL) has empanelled Inter Publicity, RK Swamy BBDO, Concept Communications, and Inter Ads. The business will be handled from the agencies' Delhi offices. The size of the business is estimated to be in the range of Rs 20-25 crore. The empanelment will be for a period of two years, with a provision of extension for another two years at the sole discretion of Indian Oil.
The agencies will take care of the oil PSU's corporate account. However, they will not manage any brands from the Indian Oil stable. A corporate campaign for the company is in the pipeline.
It may be recalled that in September 2011, afaqs! had reported IOCL's search to empanel advertising agencies. The pitch process was initiated in Delhi. The company reviews its creative duties at regular intervals in order to empanel various creative agencies at a time. The creative mandate for the oil giant is usually divided geographically, and also by its brands.
As a result of an empanelment process carried out a few years ago, the creative duties for IOCL's product range are handled by Rediffusion-Y&R, McCann Erickson, Draftfcb Ulka, Contract Advertising, and Grey Worldwide. The company's product portfolio includes brands such as Xtracare and Servo,
A few months ago, Crayons Advertising, Goldmine Advertising, Adwit India, Square Communications, and Mode Advertising were brought on board to handle the communication for the company in the northern region.