Hindustan Petroleum Corporation Limited (HPCL) has unveiled a Rajasthan-inspired visual identity across its customer touchpoints in the state as part of its ‘Rajasthan ri Rag Rag Ma Mharo HP’ campaign.
The initiative aims to build a stronger local connection by bringing together elements of Rajasthan’s cultural and architectural heritage with HPCL’s contemporary brand identity.
The visual language draws inspiration from landmarks including Amer Fort, City Palace, Sawai Mansingh Palace and Patrika Gate, alongside Rajasthan’s distinctive architectural forms and design traditions.
A key element of the new identity is the use of Sangri-inspired patterns and motifs, reinterpreted through a contemporary design system. Traditional elements such as jharokha-inspired forms, arches and architectural geometry have also been incorporated into the identity.
The branding is currently being rolled out across Jaipur, Jodhpur and Udaipur, with plans to progressively extend it to other parts of Rajasthan. The identity is being implemented across OOH communication, LPG touchpoints, Lubes and Racer stations, and branded vehicles, creating a consistent Rajasthan-specific visual presence for HPCL.
Speaking about the initiative, Anupam Tiwari, Chief General Manager – CSR & PRCC, HPCL, said the campaign is intended to make the brand feel more local and familiar by reflecting elements of the culture and identity of Rajasthan.
The campaign is anchored by the Hindi-first thought ‘Rajasthan ri Rag Rag Ma Mharo HP’, which translates to ‘In every vein of Rajasthan, my HP’ and reflects the brand’s attempt to build a deeper emotional and visual connection with the state.
The campaign’s visibility was further amplified through the branding of LPG, diesel and naphtha tankers that were flagged off as part of the dedication of HPCL Rajasthan Refinery Limited (HRRL) to the nation. Carrying the Rajasthan-inspired identity, the tankers extended the campaign beyond conventional fixed touchpoints.
With the initiative, HPCL is positioning the campaign as more than a state-specific branding exercise, using Rajasthan’s heritage, architecture and cultural visual language to create a distinct expression of the brand’s relationship with the state.