Unravel The Case Challenge of eCONFLUNCE

HPCL is a Government of India Enterprise with a Navaratna Status, and a Forbes 2000 and
Global Fortune 500 company. It had originally been incorporated as a company under the Indian
Companies Act 1913. It is listed on the Bombay Stock exchange (BSE) and National Stock
Exchange (NSE), India. It owns & operates 2 major refineries producing a wide variety of
petroleum fuels & specialties, one in Mumbai of 6.5 MMTPA capacity and the other in
Visakhapatnam, with a capacity of 8.3 MMTPA.

Ever since its inception, HPCL has been active with various Public activities ranging from
Environment related activities, campaigns and corporate social responsibility projects like Unnati,
Nanhi Kali, ADAPT, Akshaya Patra, Dil without Bill, Suraksha, and Swavalamban etc. All these
projects have helped HPCL build its brand image in the eyes of the consumer and made it stand
as one of the fortune 500 companies from India.

The advent of Information and Communication Technology has changed the lifestyle of people
and with the changing habits of people, companies need to reinvent themselves to remain
competent in the eyes of the consumer.

The traditional Billboard and Newspaper advertisements that have worked in the past have lost
their sheen. Social media is engaging people like never before. So HPCL intends to have a digital
marketing and Social Media plan in place to remain ahead of its competitors in the eyes of the
consumers.

Imagine you are a new Management Trainee who has joined HPCL in the Public Relations and
Corporate Communications Team. You are entrusted with this responsibility of revamping the
Social Media Strategy for HPCL. Currently HPCL runs campaigns around the theme: Touching
lives every day in every way. You can either formulate your strategy around this theme or come
up with an innovative new campaign that engages more people.The Campaign should cover
media like Facebook, Twitter, Instagram & company Website. The campaign should increase the
social media reach and presence, enhancing the brand value and creating a positive social buzz.
Constraints:
1. The monthly Budget for the Campaign is capped at 25000 per month.
2. The campaign shouldn't deviate from the core values for which HPCL stands
3. The Case submission would be evaluated on the basis of consistency of message and
practicality of implementation.
4. Strategy should identify the targeted audience for the campaign.

The case would be judged on the basis of the innovative suggestions & practicalities.

Important links:
Twitter URL: https://www.twitter.com/hpcl
Facebook page : https://www.facebook.com/hpcl74
Instagram Page: https://www.instagram.com/hpcl74
Youtube : https://www.youtube.com/c/Hindustanpetroleum74
Website: www.hindustanpetroleum.com