Creative Strategy and Brand Promotion
Our long-standing collaboration with Total Energies’ lubricant division laid the foundation for our involvement with ITPL, a joint venture with IndianOil. This new venture brought us the exciting challenge of handling ITPL’s brand promotion, internal branding, and development of the code of conduct, along with a range of BTL (Below The Line) activities.

The Challenge: Promoting Bitumen Products Creatively
ITPL specializes in manufacturing and marketing high-quality bitumen derivatives, essential for India’s booming road construction industry. While bitumen may not seem like a product that lends itself easily to creative campaigns, our approach involved deep research into the product, its uses, and the strategies employed by international competitors. This comprehensive analysis helped us devise a creative strategy tailored specifically for the Indian market.

Creative Solutions for ITPL
From exhibitions and seminars to internal HR activities, we provided a wide range of creative solutions that not only highlighted ITPL’s high-quality products but also showcased the company’s innovative edge. Some of the key creative outputs included:

• Brand Promotion: Developing a strong, market-specific identity for ITPL that positioned it as a key player in the bitumen industry.
• Internal Branding: Ensuring that the brand values and corporate culture were consistently communicated to ITPL employees through internal HR activities and communication materials.
• 3D Product Models: Visualizing bitumen derivatives in an engaging and educational way for potential buyers and industry experts.
• Exhibitions & Seminars: Strategizing and executing presence in industry events to effectively showcase products and boost brand awareness.
  
  This comprehensive and innovative approach has helped ITPL strengthen its brand presence in the Indian market and beyond. The combination of international insights and localized creativity has positioned ITPL as a key player in India’s road construction and infrastructure sector.