MAM
BPCL’s ‘Pure for Sure’ TVC: Where trust meets Rahul Dravid’s dependability
Mumbai: Bharat Petroleum Corporation Ltd (BPCL) took immense pride in unveiling its highly-anticipated TVC campaign, Aapki Gaadi ka Mr Dependable, featuring cricket icon Rahul Dravid as its esteemed brand ambassador. This groundbreaking campaign seamlessly intertwined the values of trustworthiness, dependability, and reliability exemplified by the legendary “Mr. Dependable” himself, Rahul Dravid, with BPCL’s ‘Pure for Sure’ quality-assurance initiative.
In a captivating narrative, the TVC showcased Dravid in various roles, from a distracted driver to a jovial dad cracking jokes, all while a prescient voiceover anticipated his every move. The overarching message was unequivocal: “Nobody knows you as well as your travel partners,” symbolizing BPCL’s unwavering commitment to customer-centricity.
The TVC culminated with Dravid’s visit to his trusted BPCL-branded petrol pump, where he expected nothing less than ‘sahi quantity, sahi quality’ delivered with ‘next-gen technology’ and ‘thoda sa extra pyaar.’ These elements underscored BPCL’s core values of quality assurance and customer-centricity.
BPCL executive director incharge (retail) Santosh Kumar said, “This campaign captures the essence of trust, authenticity, and assurance. It offers a glimpse into the rigorous processes and quality checks that BPCL’s products undergo, reinforcing the brand’s promise of providing uncompromised quality to its customers”.
BPCL chief general manager (PR & brand) Abbas Akhtar expressed his excitement, stating, “Our latest TVC campaign signifies the indomitable connection between ‘Pure for Sure’ and Rahul Dravid, a genuine epitome of reliability. This campaign not only commemorates the harmonious blend of BPCL’s dedication to trust, commitment, and personalisation with Rahul Dravid’s dependable persona, but also conveys our unwavering commitment to consistently deliver excellence to our esteemed customers.”
Tarun Singh Chauhan, the lead consultant on the project, emphasized that the campaign’s core essence revolves around cherishing the entire journey, not merely the destination. Through meticulous planning and execution, we seamlessly integrated the campaign into the fabric of consumers’ daily lives. It provided a unique insight into the rigorous procedures and stringent quality standards that BPCL’s products undergo, further reinforcing the brand’s unwavering commitment to delivering unparalleled quality to its cherished customers.
Fatmen Ideas creative director Ashwin Varkey which conceptualised the campaign, shared his thoughts, saying, “Bharat Petroleum’s foundation has always been rooted in a deep understanding of its customers. Our innovative approach was to demonstrate the remarkable connection between individuals and their vehicles, emphasizing our commitment to understanding our customers on a personal level. In terms of execution, our vision was to create a joyful and relatable cinematic experience, with Rahul Dravid portraying a range of endearing characters.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
