MUMBAI: Grey Worldwide has just bagged the creative duties of the ONGC retail business. ONGC, the oil major has decided to enter the retail space which will eventually see the launch of ONGC petrol pumps across the nation.

The inauguration of the first ONGC petrol pump outlet will take place in Mangalore on 19 March.

 
 
The role for Grey will essentially to communicate to the layman to come to the ONGC petrol station.

Agencies in the fray were McCann, O&M, Satchi & Satchi and Grey Worldwide. Grey was already handling ONGC's corporate business earlier. The whole campaign will be an on-ground retail launch with a print campaign. The television campaign will break in six month's time.

 
 
Speaking to Grey India COO Ashutosh Khanna on what set them apart, he says, "We had done our market research and secondly also understood the ONGC value and spirit better than the others. I think we finally managed to translate that better."

In terms of how strategic the account is Khanna pointed out that with this win, they have renewed their partnership with ONGC and are very proud of it.

Details on the account size could not be arrived at as the oil major is still in the process of planning the whole campaign.