Said Nilesh Vaidya, executive creative director, Euro RSCG India, "Bharat Petroleum has always been an innovative company, with a list of firsts in the petroleum sector. The campaign brief, quite simply, was to highlight this spirit of innovation."
View the commercial here:
Watch the animation here:
The TVC begins with a young boy and girl strolling through the woods, when the girl begins feeling cold. The boy gathers some twigs and dried leaves, takes out a magnifying glass and creates fire for the girl to warm her hands at. Next, the duo attach a sail to a small wooden boat and watch it float. Last, both pluck out a sugarcane from a field and keep hunger at bay. At the end, the VO claims that Bharat Petroleum strives hard to bring its consumers cleaner and greener energy.
"There were two things that the campaign had to address - the past innovations of the company, and the present areas of focus. As it was impossible for one film to do both, we split up the task into two phases," Vaidya elaborates. "In Phase 1, which consisted of short animated films, we spoke about the things that Bharat Petroleum had already done to change the way fuel was marketed - namely branded fuels, loyalty programmes and customer assurance guarantees. In Phase 2, we spoke about Bharat Petroleum's focus for the future - alternative energy."
Speaking about the insight that the campaign builds up on, Vaidya says, "For most of us, any new technology is always seen as something a little inaccessible and tough to get into - sometimes even scary. What the Phase 2 film attempts to do is bring this technology, this new approach to energy a little closer to us. Which naturally lent itself to our creative execution, where we've shown kids harnessing natural energy as if it's the easiest thing in the world."
Project: Bharat Petroleum Corporate Campaign
Brief: To portray the company as an innovator
Client: Bharat Petroleum
Creative agency: Euro RSCG India
National creative director: Satbir Singh
Executive creative director: Nilesh Vaidya
Creative director: Joejee Manthanam
Copywriter: Nilesh Vaidya, Joejee Manthanam
Production house: Code Red Films
Director: Gajraj Rao
Planning: Saloni Singh
Client servicing: Tiraz Balaporia
Post-production studio: Pixion
Media used TV