Jane Leung
Nov 18, 2010

Bharat Petroleum Corporation appoints Scarecrow to its retail business in India

MUMBAI – Independent creative agency Scarecrow Communications has won the launch duties for Bharat Petroleum Corporation's (BPCL) new retail initiative, India’s largest petroleum company.

Scarecrow's new office
Scarecrow's new office

BPCL is a state-owned oil and gas company in India. Scarecrow New Delhi has been appointed to create customer awareness for the launch of BPCL’s new retail initiative.

According to sources, there was no official pitch, but BPCL reportedly also considered Lowe Lintas, Saatchi & Saatchi and Euro RSCG.

Scarecrow will be developing a through-the-line communications plan for BPCL due to break at the end of this year. Scarecrow co-founders Raghu Bhat, Manish Bhatt and Joy Sengupta mentioned this is one of the largest accounts the team has ever handled, even on a personal career level.

Monica Widhani, general manager of urban retailing at BPCL, said that Scarecrow’s trucker campaign for Shriram Transport Finance made a deep impression on her and her team.

“We liked their thought process and attitude and wanted to work with them on some of our new launches in the retail business,” she added.

Scarecrow opened its doors in February 2010

Source:
Campaign Asia

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