Jio-bp has rolled out a campaign ‘International Quality Fuels for Everyone', featuring actor Pankaj Tripathi, to highlight its high-performance, international-quality fuels, offered at no extra cost across India.

Conceptualised by Ogilvy, the campaign consists of an ad film. It extends the ‘you deserve more’ brand promise to its fundamental offering – fuels, in an engaging way ensuring strong resonance with customers. The film opens with Tripathi in his vanity, reading a script about Jio-bp’s high-performance fuels. When the director corrects him, emphasising that these fuels aren’t just for him but for everyone in India, Tripathi takes it as a challenge. Determined to test it out himself, he dons multiple disguises and visits Jio-bp stations across the country, only to find that the international-quality fuel is indeed available at no extra cost-no matter who he is. Finally, dropping the act, he reveals his true identity and cheekily asks a station attendant, "It’s just for me, right?" The attendant smiles and replies, "No sir, it’s for everyone."

What we think about it: Delivers a punch of humour and performance, with Pankaj Tripathi making high-quality fuel feel both essential and entertaining. The film was crisp, ensuring the message sticks.

Harish Mehta, CEO, Jio-bp, "High-performance fuels at Jio-bp are meant for every Indian. Led by pioneering Active Technology, these fuels improve mileage and engine performance at no extra cost. IFFI campaign reinforces this message with humor powered by the versatile talent of Pankaj Tripathi."