BPCL appoints Scarecrow for new retail initiative

Bharat Petroleum Corporation Ltd (BPCL) has appointed Scarecrow as their agency for creating customer awareness for the launch of the brand's retail initiatives. 

Commenting on the development, Monica Widhani, general manager - Urban Retailing - Bharat Petroleum said, “Me and my team really liked the Shriram Transport Finance Corp truck driver campaign released in the first quarter of this year which was created by Scarecrow.  We liked their thought process and attitude and wanted to work with them on some of our new launches in retail business.”

Talking about the win, Manish Bhatt, co-founder and director, Scarecrow Communications said, "There was no formal pitch involved in the process, as far as we know. The client liked our work on Shriram Transport and reached out to us for ideas on their retail business. They liked what we had to present. Fuel as a category is highly commoditised so its different from other retail  brands in that sense because customers will repeat their purchase at regular intervals and hence, the customer experience at the petrol pump is key. So the challenge will be to create an experience that emphasizes repeat purchase behaviour."

Bhatt says they are looking at a large scale rollout of the retail exercise in late December or early January next year.