N. Shatrujeet
Advertising

RKSwamy/BBDO bags three IOC brands; adds Rs 8-10 crore billing

The three brands that the agency has been awarded are IOC Premium (‘91 octane’ petrol), Diesel Super (new-generation diesel) and Indane (LPG/cooking gas)

It's been quite an eventful December at RKSwamy/BBDO.

Early in the month, Sunil Gupta joined the agency as chief operating officer (COO). Deepa Kakkar followed suit two days later, to take charge as executive national creative director. And now, the agency has picked up the advertising accounts of three Indian Oil Corporation (IOC) brands - all three within 20 days of one another. The three brands that the agency has been awarded are IOC Premium (‘91 octane' petrol), Diesel Super (new-generation diesel) and Indane (LPG/cooking gas).

Confirming the news of the acquisitions, Surojoy Banerjee, executive vice-president, Mumbai, RKSwamy/BBDO, told agencyfaqs!, "It has been an exciting three weeks at BBDO. I must say we are extremely pleased with the way things have turned out for us. The IOC businesses are the icing on the cake." He does not, however, choose to comment on the size of the wins. But agencyfaqs! estimates that the three accounts should add up to a minimum of Rs 8-10 crore in annualized billing.

agencyfaqs! has learnt that all three wins were preceded by pitches involving the six agencies empanelled with IOC. For the record, sometime in September this year, RKSwamy/BBDO, Quadrant Communications, TBWAAnthem, FCB-Ulka, Interface Communications and Span Communications were empanelled at IOC, following a 20-agency pitch. As is sometimes the case with PSU accounts, every time the account - or a part of the account, as in a sub-brand or a promotional exercise - requires communication support, all the empanelled agencies are briefed, and the agency selection is made on the basis of the subsequent pitch.

Interestingly, Kakkar reveals that the pitch for Indane (which happened days after she came on board) had one of the "quickest turnarounds ever. We made our presentation, and even as we were heading back to office, the client called to tell us that we were in. It's been a marvelous feeling for me, going headlong into the thick of things and getting it right straightaway."

Providing details about each brand, Banerjee reveals that both IOC Premium and Diesel Super are new brands in the market. "IOC Premium is actually 91 octane petrol, which is essentially a superior grade of petrol with additives. In a way, it is a first of its kind in India, and promises better mileage and a better drive through smoother engine performance." In comparative terms, IOC Premium will compete in the market with Speed (from Bharat Petroleum) and Power (from Hindustan Petroleum Corporation) - although Banerjee insists that IOC Premium is a "third-level fuel, superior to what is available in the market". Diesel Super, on the other hand, will challenge Turbo Jet (from Hindustan Petroleum). Banerjee informs that both brands are in the process of being rolled out nationally, and the respective advertising campaigns should break in the next 10 days.

Unlike IOC Premium and Diesel Super, Indane is a very old brand - one of the oldest LPG brands in the country. "It's the largest LPG brand in the market, by far," Banerjee avers. "Our task is to revitalize the brand and give it a fresh look and feel." That the brand needs a makeover is obvious, considering it has to brace itself against a rush of competition in the days to come. Already, there has been talk of Reliance entering the LPG business. Also, old rivals Hindustan Petroleum (HP Gas) and Bharat Petroleum (Bharatgas) are sprucing up their act. "Things like the price of gas will become an issue," admits Banerjee. "Serious brand building has to start in this category."

For that matter, serious brand building has to start in all three categories - petrol, diesel and LPG. As of now, there is very little to tell between any of the offerings of Hindustan Petroleum, Bharat Petroleum and IOC, and consumers continue to treat the brands as interchangeable. Purchase decisions are driven by a pump's proximity to home or the place of work - or the pump just being on the left side of the road. "Without doubt, the task lies in creating brand differentiation, and moving the category out of the commodity zone," Banerjee agrees. "The time has come for these brands to prepare for the onslaught that is expected. More importantly, the time has come for them to build a relationship with the consumer."

How BBDO goes about achieving that for IOC remains to be seen. As of now, the agency is flush with success.

Starting with Raymond, it's been quite an eventful year at RKSwamy/BBDO... © 2003 agencyfaqs!

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