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Kedar Apte appointed as the CMO of RBML, joint venture of Reliance Ind. and bp

Apte was earlier with Castrol (one of the bp brands) as the CMO and will still belong to bp. Being elevated to a larger role now, his responsibility is to build the brand Jio-bp while working on the customer experience on the e-tail side

RBML has appointed Kedar Apte as the Chief Marketing Officer (CMO).

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Apte wrote on LinkedIn, “In my last nine years at bp, I have taken great pride in marketing brand 'Castrol' in India: running several innovative campaigns that have captured the hearts and minds of our consumers and influencers and now I feel privileged to be given an opportunity to lead marketing function at RBML (brand – Jio-bp).”

Operating under the ‘Jio-bp’ brand, the recent joint venture of Reliance Industries Limited and bp (British Oil and Gas Company) aims to become a leading player in India's fuels and mobility markets.

His responsibility is to build the brand Jio-bp and also to work on the world-class customer experience at the e-tail side.

An industry source close to the development told BestMediaInfo.com that the role has been effective from September 1, 2020 and he will continue to belong to bp.

He is being seconded to the joint venture and it is an elevation for him to much a larger role to what he was doing earlier.

Quoting how elevation is a ‘new normal’ now, the source said Castrol will announce the name of the new CMO in due course.

Apte had joined Castrol in 2011 as the General Manager prior to which he was with HUL for almost nine years.

RBML will expand RIL’s portfolio of over 1,400 existing retail sites to 5,500. RBML will also include RIL’s aviation fuels business, currently operating at over 30 airports across India, in order to tap the potential of this rapidly growing market. Another market-leading bp brand, Castrol Lubricants, has joined in and will be available across the venture’s network. 


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