Hindustan Petroleum Corp. Ltd (HPCL) has chosen three creative agencies to handle its business. Reportedly, HPCL had called for a creative pitch to handle all its communication needs. The creative duties had been split between JWT, Mudra and O&M up until now. These agencies had also pitched to retain the business.
Now, JWT and Mudra have been retained, while Leo Burnett is a new addition. O&M is no longer in the picture.
This move is contrary to the general speculation that HPCL would consolidate its creative duties with one agency. HPCL has reportedly earmarked a Rs. 40 crore budget for its ad spend.
As far as the media is concerned, the corresponding media partners of these agencies will be in charge; MindShare (JWT), Mudra Max and ZenithOptimedia (in affiliation with Leo Burnett). Earlier, media duties were exclusively with MindShare.
The creative agencies will work on HPCL’s corporate branding, its brands in the retail space (Club HP, PoWer, TurboJet and e-fuel station), direct sales, lubricants (HP Milcy Turbo, HP Racer 2, etc.), LPG (HP Gas, Industrial LPG and Auto LPG), and aviation. The plan is to allot a two-year contract to the selected agencies, with a provision to extend it for another year.