Coal India empanels four agencies; retains DDB Mudra and Sobhagya Advertising

Public sector giant Coal India Limited (CIL) has wrapped up its creative pitch. The company has empanelled four agencies. These include R K Swamy BBDO, DDB Mudra, Inter Publicity, and Sobhagya Advertising.

Of these, Sobhagya Advertising and DDB Mudra were part of CIL's previous roster, along with Grey and Ogilvy India.

The pitch was initiated a few weeks ago and was conducted in Kolkata, where the company has its headquarters. In all, 28 agencies approached CIL for the pitch, of which 14 were deemed fit to make presentations. The final decision on empanelment was based on the presentations made by these 14 agencies.

As per industry estimates, the account size is pegged at Rs 10 crore.

Founded in November 1975, CIL is a holding company, with seven wholly-owned coal producing subsidiary companies in the country, and one mine planning and consultancy company. The company's goals include identification of coal reserves, detailed exploration of the same, and then working on the design, implementation and optimising of operations for coal extraction in its mines.

The producing companies include: Eastern Coalfields Limited (ECL), Sanctoria, West Bengal, Bharat Coking Coal Limited (BCCL), Dhanbad, Jharkhand, Central Coalfields Limited (CCL), Ranchi, Jharkhand, South Eastern Coalfields Limited (SECL), Bilaspur, Chattisgarh, Western Coalfields Limited (WCL), Nagpur, Maharashtra, Northern Coalfields Limited (NCL), Singrauli, Madhya Pradesh, and Mahanadi Coalfields Limited (MCL), Sambalpur, Orissa.

Coal India Africana Limitada, Mozambique, is an overseas producing company and the consultancy company is Central Mine Planning and Design Institute Limited (CMPDIL), Ranchi, Jharkhand.

North Eastern Coalfields (NEC) is a small coal producing unit operating in Margherita, Assam, under the direct operational control of CIL.

Coal India's major consumers are the power and steel sectors, besides manufacturers of cement, fertilisers, brick kilns, and other small scale industries.