Hindustan Petroleum Corporation Limited (HPCL) has unveiled a Rajasthan-inspired visual identity across its customer touchpoints in the state as part of its campaign ‘Rajasthan ri Rag Rag Ma Mharo HP’.
The initiative seeks to establish a stronger local connection for HPCL by bringing together elements rooted in Rajasthan’s cultural and architectural heritage with the brand’s existing identity. The new visual language takes inspiration from landmarks including Amer Fort, City Palace, Sawai Mansingh Palace and Patrika Gate, along with the state’s distinctive architectural forms and design traditions.
A key element of the identity is the use of Sangri-inspired patterns and motifs, reinterpreted through a contemporary visual system for HPCL. Traditional design elements such as jharokha-inspired forms, arches and architectural geometry have also been incorporated to create a consistent Rajasthan-specific identity across the brand’s various touchpoints.
The new identity is currently being rolled out across Jaipur, Jodhpur and Udaipur, with the implementation set to be progressively extended to other locations across Rajasthan. The branding will span HPCL’s retail outlets, LPG touchpoints, Lubes and Racer stations, OOH communication and branded vehicles.
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’. The idea reflects HPCL’s endeavour to build a deeper emotional and visual connection with the state and its people.
The Rajasthan-inspired identity also featured on LPG, diesel and naphtha tankers that were flagged off by the Prime Minister as part of the dedication of HPCL Rajasthan Refinery Limited (HRRL) to the nation. Carrying the same campaign branding, the tankers extended the visibility of the initiative beyond HPCL’s regular customer touchpoints.
Through the campaign, HPCL aims to go beyond conventional state-specific branding by creating a visual expression that reflects its relationship with Rajasthan. By combining elements of the state’s heritage with HPCL’s contemporary brand identity, the initiative seeks to make the brand’s presence more recognisable and locally relevant across the state.
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.”
