BPCL empanels Law & Kenneth in new team of 4

MUMBAI: Law & Kenneth (L&K), an independent brand communications agency, has bagged the creative duties of state-run oil firm, Bharat Petroleum Corporation (BPCL), along with the three incumbent agencies -- Lowe Lintas, Saatchi & Saatchi and Euro RSCG.

The account size is pegged at Rs 500 million a year. This amount will be divided amongst the four agencies. The size of the share, however, is not fixed.

BPCL, one of the oldest public sector petroleum and refining organisations in India, calls for a creative pitch every three years. This year, 14 agencies participated in the pitch process.

Speaking to, L&K CEO Anil Sadasivan Nair said, “We are extremely pleased to be selected among such a tough competition.”

The four agencies are expected to provide the Fortune 500 company with comprehensive support in the areas of advertising and communication.

The company that is engaged in downstream petroleum sector, which consists of refining and marketing activities, is endorsed by Indian cricket team captain Mahendra Singh Dhoni and Formula One driver for Hispania racing team Narain Karthikeyan.

Dhoni promotes premium petrol brand Speed and lubricants brand Mak Lubricants. Narain also endorses premium petrol brand Speed.

Recently, UK creative agency L&K was hired by Hero Honda to create a brand identity for the company, after it parted ways with the 27-year-old partner Honda Motor. Also, Sanjiv Goenka, younger son of Rama Prasad Goenka, is creating a new corporate identity for his share of the RPG Group and has assigned the rebranding job to the agency.

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