MUMBAI: It’s vibrant and it’s going to be all about gas. Mumbai-based media outfit Vibrant Media has raced ahead of Group M and Beehive Communications to capture the Rs 100 crore account of Jio bp in a three-agency pitch.
Reliance BP Mobility Limited (RBML) – a 51: 49 joint venture between Mukesh Ambani’s Reliance Industries and global energy major bp – was set up in 2021 to operate the Jio-bp brand and make it a leading player in India’s fuels and mobility markets.
Jio-bp has since then been leveraging Reliance’s presence across 21 states and its millions of consumers through the Jio digital platform while bp has brought its extensive global experience in high-quality differentiated fuels, lubricants, retail and advanced low carbon mobility solutions.
RBML has plansto explodeits current count of 2,000gas station to up to 5,500 over the next three years.
An advertising blitz is expected to break later this month and cuts across TV, digital, print, and outdoors, reveal sources. Jio bp had in June 2023 handed over the digital mandate for the account to Saatchi & Saatchi Propagate. That, according to sources, has been handed over to Vibrant, which handles most of the Reliance brands media spends.
Jio BP – a joint venture between Mukesh Ambani’s Reliance Industries and oil major British Petroleum – seeks to become set up a chain of Operating under the “Jio-bp” brand, the joint venture aims to become a leading player in India’s fuels and mobility markets. It will leverage Reliance’s presence across 21 states and its millions of consumers through the Jio digital platform. bp will bring its extensive global experience in high-quality differentiated fuels, lubricants, retail and advanced low carbon mobility solutions.
bp and RIL expect the venture to grow rapidly to help meet India’s fast-growing demands for energy and mobility. India is expected to be the fastest-growing fuels market in the world over the next 20 years, with the number of passenger cars in the country estimated to grow almost six-fold over the period. RBML aims to expand from its current fuel retailing network of over 1,400 retail sites to up to 5,500 over the next five years. This rapid growth will require a four-fold increase in staff employed in service stations – growing from 20,000 to 80,000 in this period. The joint venture also aims to increase its presence from 30 to 45 airports in the coming years.
Without disclosing the value, Shastri said both companies were happy and added that the deal gave Beehive a wider platform, better growth prospects and overall appeal as the agency was entering a totally new league. He pointed out that the work strategy would be pretty much similar to what has been the norm so far.