Oil PSUs retune brands to millennial mode, step up digital media presence

IOC, HPCL, BPCL engage with causes and products that appeal to the young environmentally aware consumer

Over the past few months, India’s oil marketing giants have  seemingly flouted almost every rule in the branding rulebook. They have extended their brands to products that have little bearing with their areas of core competence; Hindustan Petroleum Corporation (HPCL) has launched branded bottled water, for one. They have espoused green energy and extended corporate support to events that often stand in direct opposition to their product; Bharat Petroleum Corporation (BPCL), Indian Oil Corporation (IOC), Oil and Natural Gas Corporation (ONGC) and HPCL were the main sponsors for a national cycling event last month. And their Twitter timelines are all