Page 12 - BPCL Journeys - Speed Special
P. 12
JOURNEYS An iconic revival of an ICONIC brand
2015-16
Bharat Petroleum has been credited Branded fuels were introduced that enhanced engine performance,
with offering many firsts in the Oil with a view to offer a clearly lower emissions and better
Industry, be it pioneering customer differentiated product for the new drivability. It also delivered on the
assurance programs such as Pure for generation engines winning over promise of improved mileage. The
Sure, Pure for Sure Platinum, One Stop the customers’ fulfillment and multi functional additives were
Truck and Tourist Shops-Ghar, Highway preference. The product addressed sourced from Cheveron Oronite
Stars, most comprehensive non fuel customers growing concern about Company LLC, USA. We soon
Convenience offerings to name a few their vehicles performance and care launched premium diesel, Hi Speed
or India’s first fuel Loyalty Programs- and environmental impact of harmful Diesel for the emergent segment
PetroBonus & SmartFleet or India’s emissions. From Bharat Petroleum’s of new generation diesel cars with
first branded fuels Speed, Hi Speed perspective, it demonstrated its CRDI engines. We also introduced
Diesel and Speed 97, powered by multi core values of Innovation, Caring Speed 97, high octane petrol for the
functional additives to deliver superior and Reliability while improving premium luxury segment of cars.
driving experiences and sustained brand image and winning over loyal
peak engine performance. customers. Marketing INNOVATION
Speed’s journey as the first new
Talking of branded fuels, way back in An INNOVATION called SPEED generation fuel brand was an
2002, even before the full scale entry The introduction of premium additive exciting one. The brand became
of new generation car manufacturers based fuels was a welcome change in synonymous with Motor Sporting
in the Country, we launched the first the rather commoditized fuel market activities in India, involving Formula
new generation premium petrol in of petrol and diesel. The Industry 1 association by sponsoring Narain
the country under the brand name, experts viewed this as a trend in line Karthikeyan, identification,
‘Speed’. Another first by the Retail with the global trends to introduce nurturing and supporting Motor
SBU, known for its obsession for new generation fuels to woo Sporting talent in the country,
introducing several customer focused consumers buying new generation GoKarting Championships, Amateur
initiatives ahead of its times. Soon cars. Motor Racing, Speed Run – India’s first
after, the other leading Oil Marketing drag race format, sponsoring young
companies also launched their own Speed was marketed as a superior engineers for designing race cars
branded fuels. fuel with multifunctional additives and meet & greet events with brand
ambassador.
Speed also introduced India’s First
Motor Sports Quiz, Speed I Quiz in
partnership with a leading Media
House. Fueling the passion of
many Motor Sport enthusiasts in
the country, Speed became the
most loved brand in the category
and a market leader with over 40%
market share. Speed’s positioning on
performance and association with
motorsports was enhanced and taken
to another level by bringing on board
MS Dhoni, India’s master blaster as a
brand ambassador along with Narain
Karthikeyan. Speed and travel go
hand in hand, a campaign – ‘Take
the first road out’ was launched to
promote travel and getaways with
partnerships with leading travel
publications.
Website : www.bharatpetroleum.in l Twitter : @ BPCLimited l FACEBOOK / BharatPetroleumcorporation l Linked.in / companybpcl l YouTube /BPCLindia l SmartLine : 1800224344
