In a three-agency pitch, Mumbai-based Vibrant Media defeated GroupM and Beehive Communications to win Jio-bp’s INR 100 crore media business. Reliance BP Mobility Limited (RBML) is a 51:49 joint venture between Mukesh Ambani’s Reliance Industries Limited and British Petroleum. It was founded in 2021 to run the Jio-bp brand and elevate it to the top of the fuel and mobility markets in India. In October 2023, Reliance Industries’ in-house Vibrant Media hired Madison Media’s chief operating officer, Karthik Lakshminarayan, as Vice President.
Collaboration for energy solutions
BP and RIL announced their collaboration for Jio-bp in 2021. It is among the best suppliers of energy solutions in India, offering a wide network of convenience stores, EV charging stations, fuel, and mobility stations. Jio-bp declared in May of last year that it would be providing high-performance fuel at base prices for the first time in India. It introduced ACTIVE technology into its diesel. The additivised diesel was to be made available at 1,555 petrol pumps, with truckers saving up to INR 1.1 lakh per vehicle per year due to 4.3 percent improved fuel economy.
Vibrant Media bags Jio-bp’s media duties
The joint venture, which operates under the “Jio-bp” brand, hopes to dominate the fuel and mobility markets in India by taking advantage of Reliance’s widespread reach across 21 states and its millions of customers via the Jio digital platform. BP has contributed its vast worldwide experience in premium differentiated fuels, retail, lubricants, and cutting-edge low-carbon mobility solutions. Over the next three years, RBML intends to increase the number of gas stations it currently owns from 2,000 to as many as 5,500. Later this month, a blitz of outdoor, digital, print, and television advertisements is anticipated. In July 2023, Jio-bp gave Saatchi & Saatchi Propagate the digital mandate for the account. Vibrant now has control over this, handling the majority of Reliance brands’ media spending.
Future of India’s fuel market
Over the next 20 years, India’s fuel market is predicted to grow at the fastest rate in the world. This comes with the country’s passenger car population expected to nearly double. Over the next five years, RBML wants to grow its fuel retail network from over 1,400 retail locations to 5,500. Due to this rapid expansion, the number of employees working in service stations will need to increase fourfold. These will grow from 20,000 to 80,000 over this time frame. In the upcoming years, the joint venture also hopes to expand from 30 to 45 airports.