Hindustan Petroleum Corporation (HPCL), an oil major in the general population part, has figured out how to draw in more than 15 lakh shoppers through its 'HP Happy Wheels Offer'. The offer, which kept running from mid-September till 30th November, made buzz and figured out how to fabricate value for the brand.

The Happy Wheels offer was propelled in 35 towns crosswise over 2,000 HPCL petroleum pumps and gave supporters the chance to win prizes, for example, five Maruti Suzuki A-Star autos, 50 TVS Flame SR 125 bicycles, 140 Samsung E250i cell phones, 20 Samsung Star touch cell phones, 7,000 Instafuel cards worth Rs 500 and free fuel vouchers worth Rs 250.

The whole action rode on the back of beneath the line (BTL) and was tied in with portable and the Internet, deliberately captivating the gathering of people and urging investment through SMS to a particular short code.

To partake, purchasers needed to fill fuel worth a predetermined sum (Rs 150 for two and three-wheelers and Rs 750 for four-wheelers) and SMS their bill points of interest to the short code, 5676761. Also, they could get to additional data through a helpline

In light of an organized check process, victors were chosen through a randomizer on a week by week premise and advised through SMS, telephone calls and on the site.

The whole incorporated crusade, from conceptualization to execution, was dealt with by HPCL's inventive office, Leo Burnett and its coordinated showcasing administrations organization, Arc Worldwide.