BPCL adds Law & Kenneth to its list of empanelled agencies

Following a review, BPCL, one of the major state-owned oil and gas companies in India retained the three agencies -- Lowe Lintas, Euro RSCG and Saatchi & Saatchi, besides bringing on board Law & Kenneth.

After reviewing its roster agencies, Bharat Petroleum Corporation Limited (BPCL) has added a fourth agency to its roster, besides retaining the other three agencies. The latest entrant to the list is Law & Kenneth that joins Lowe Lintas, Euro RSCG and Saatchi & Saatchi as BPCL's empanelled creative agencies.

This is yet another significant win for Law & Kenneth, following soon after the development last month when the agency bagged the corporate account of the Hero Group.

Confirming the development to afaqs!, Sandhya Srinivasan, chief strategy officer and managing partner, Law & Kenneth, says, "BPCL has always been among the list of clients we've wanted to work with. Even as a public sector unit, it is extremely progressive in nature and a pioneer in the category."

Explaining why the agency has been looking forward to working with BPCL, Srinivasan says that the culture of BPCL has always been to provide the finest quality of service and products, the warmth, and to be accessible in its relationship with employees and suppliers. This culture is reflected through its consumer-facing brands, such as Pure For Sure, Speed, and, In & Out Stores, among others.

"This makes BPCL less of a fuel behemoth, and more of tangible concepts that people could relate to," says Srinivasan.

It is learnt that BPCL reviews its creative agencies every three years, and this time around, besides the empanelled agencies, around four-five other agencies were also in the fray after a pitch was called in April. Part of the brief handed to the agencies participating in the pitch was to take a re-look at the corporate identity of the company and give it a refreshed consumer expression.

Amidst the rising fuel prices, one of the tasks ahead for the agencies would be to maintain a positive image of BPCL in the minds of consumers.

Last year, Euro RSCG created a corporate campaign for BPCL, highlighting the company's spirit of innovation and BPCL's commitment towards clean and green energy.