For HPCL, Rajasthan is becoming more than a market. It is becoming part of the brand’s visual identity.
Under its campaign ‘Rajasthan ri Rag Rag Ma Mharo HP’, Hindustan Petroleum Corporation Limited (HPCL) has introduced a Rajasthan-inspired design language across its customer touchpoints, drawing from the state’s architecture, colours and cultural heritage.
The visual identity takes cues from landmarks including Amer Fort, City Palace, Sawai Mansingh Palace and Patrika Gate, while traditional architectural elements such as jharokhas, arches and geometric forms have been reworked into a contemporary HPCL expression.
A key feature is the use of Sangri-inspired patterns and motifs, adapted into a consistent visual system across the brand’s presence in the state. The rollout currently covers Jaipur, Jodhpur and Udaipur, with the identity being extended to other locations across Rajasthan.
The expression goes beyond traditional outdoor branding, spanning OOH communication, LPG touchpoints, Lubes and Racer stations, and branded vehicles.
Speaking about the initiative, Shri Anupam Tiwari, Chief General Manager – CSR & PRCC, HPCL, said: “A brand becomes more meaningful when people can see a part of their own culture and identity in it. Through ‘Rajasthan ri Rag Rag Ma Mharo HP’, we have tried to create a visual language that feels distinctly Rajasthan while remaining unmistakably HPCL. From the colours, patterns and architectural forms to the way the identity appears across our touchpoints, the idea is to make HPCL’s presence feel more local, more familiar and more connected to the people of the state.”
Anchored by the Hindi-first thought ‘Rajasthan ri Rag Rag Ma Mharo HP’ — ‘In every vein of Rajasthan, my HP’, the campaign aims to build a stronger emotional and visual connection with consumers in the state.
The branding also travelled beyond Rajasthan’s everyday touchpoints when LPG, diesel and naphtha tankers were flagged off by the Hon’ble Prime Minister as part of the dedication of HPCL Rajasthan Refinery Limited (HRRL) to the nation. Carrying the same Rajasthan-inspired identity, the tankers extended the campaign’s visibility while marking a milestone in the state’s energy journey.
Rather than treating localisation as a conventional branding exercise, HPCL is using Rajasthan’s own visual vocabulary to make its presence feel more familiar — while giving the brand a distinctive identity rooted in the state.
