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BPCL

India Handloom Brand

The Brief

Established in 1928, BPCL is the most admired Global energy company leveraging talent and technology. With a clear focus on building a culture and environment of positivity and healthy collaboration, BPCL’s processes are designed to facilitate quality to all stakeholders both internal and external. Despite its over 13000 employees, dealers and associates knitted in via BPCL’s unique core values , the team’s vastness prevented any employee engagement programme to be truly inclusive and impact the last man. Various departments of the organisation engaged in innovative programmes that inspired both individuals and teams to be motivated to achieve bigger and better results.

Team BPCL was keen to explore the possibility of creating identifiable and recognisable properties from these events that could resonate a sense of pride and ownership among its stakeholders.

Team Goldmine persisted for 8 years to grab a single opportunity to partner BPCL in their endeavor to create a unique property and show case their skills in the pioneering space of event branding and communication, that is an au currant confluence of branding expertise and experiential marketing.

BPCL

OBJECTIVE

To design Employee Engagement Programmes that are inclusive and impacted Human Resource across levels, from Management to workers and dealers as well as associates.

To impact pride and a sense of ownership in all stakeholders by extending branding intelligence and a 360 degree approach to all Engagement Programmes.

BPCL

THE CHALLENGE

PRIMARY - To add strategic thinking and planning to each event and use branding intelligence to upscale individual programmes to the level of an advertising campaign.

SECONDARY - To engage stakeholders across departments and levels, both internal and external and enthuse participation.

BPCL

COMMUNICATION STRATEGY

To add a 360 degree IMC approach; design and execute Engagement Programme content that creates a unique identity for individual events and establishes a brand property that can be exclusively owned and carried forward YOY by BPCL or the relevant department.

To motivate participation and inspire teams as well as individuals to work towards higher goals and newer targets. Create a charge that drives performance and spurs excellence.

CREATIVE IDEA

BRAND QUIZ BADSHAH 2015 - WATCH YOUR NEXT MOVE

Smart. Cutting Edge. Motivating. The event theme egged participants from across levels to participate and strategically plan their way to victory. From developing the event property logo to defining and designing the theme, we planned and executed the entire event with a brand impact.

GUTS TO GLORY

Aimed at the Lubes sales network, the event was designed to enthuse the team to reach beyond their current achievements and aim higher.

RISHTEY DIL SE

Focused at the All India BPCL Retail and Dealer team network, the event was designed to create a sense of belonging and pride. Designed with an emotional bent, the theme was married to BPCL’s philosophy of service with passion to display leadership in action.

ROAR FOR PRIDE

The All India Dealer’s Meet needed an aggressive stance to come together and charge towards the number 1 position.

KNOW NO LIMITS

The All India Lubes Sales Officers Meet was focused at driving every individual member to push their limits and reach beyond their expected targets.

BRAND QUIZ BADSHAH 2017 - KING OF KINGS

With a clear target to reach out to the entire 13000 strong work force across levels, King of Kings is aimed at charging every individual to take pride in begin a BPCL employee and fight to make their zone the winner. The theme instills a sense of pride in each individual and eggs them on to make their team, their zone a king of kings.

THE RESULT

Two months campaign resulted in huge visibility of the brand across 20 cities and resulted in increase of footfall in IHB partnership stores across these cities.

BPCL