Castrol introduces “Liquid Engineering”

Release date: 28 October 2005

Castrol India today announced the relaunch of the Castrol Brand with an array of new products based on its new “Liquid Engineering” theme.

Castrol has been in the forefront of offering latest technology products and services responding to the evolving needs of automobile consumers.

Over the years, automobiles and their engines have become stronger, faster, more reliable and technologically advanced. Vehicles however are becoming a more and more important part of people’s lives. The nature of relationship of the consumers with their vehicles has changed considerably. Most consumers have higher performance aspirations from their vehicles but have less time to invest in their maintenance. They increasingly look forward to experts in maintaining their vehicles in peak performing conditions. Castrol is already positioned as an expert in the area of lubrication and is further strengthening this position.

Speaking about the new positioning, Naveen Kshatriya, Managing Director, Castrol India said, “the new positioning, articulated as “Castrol - It’s more than just oil. It’s Liquid Engineering”, will contemporize the brand to connect more powerfully with its target audience and make it even more relevant for today’s consumers and customers. Whilst Castrol has been in India for over 85 years, the boom in automotive sector has added over 30 million target consumers in just the last 5 years. In the next 5 years, we expect another 50 million consumers to be added. Castrol India has always kept the consumer at the heart of everything we do. As a new breed of consumers evolves, we need to be proactive and change to meet their new demands and needs”.

The new brand positioning was developed after extensive consumer research to get an in-depth understanding of how customers and consumer habits have evolved and changed. The new positioning further underlines our technological prowess and accentuates our understanding of consumers’ relationship with their vehicles.

Liquid Engineering is the unique nature of Castrol products which help them work proactively within the vehicle to increase protection and enhance performance –e.g. – the unique heatproof formula in Castrol CRB Plus, ETP formula for CRB Turbo, Trizone technology for the motorcycle range, Unique Molecular Attraction formula in Castrol Magnatec and Liquid asset program for workshops and Business to Business customers.

The new positioning is backed by a new identity, which will make the Castrol brand more sharply recognizable to the consumer. The Castrol Roundel which is an integral part of the current logo will be a key element of the new identity which will be reflected on the pack range as well as all communication material.

The relaunch also impacts the Product Brand Architecture, with a rationalization of the pack range. The rationalized PBA has clearly defined product offerings for the different consumer needs, simplifying the brand selection process for consumers and ensuring that the consumer gets the right product brand for his vehicle and for his needs.

The Liquid Engineering positioning has been brought alive with a slew of new product launches with upgraded technology formulations to offer ‘best in class’ products to its consumers.

In the passenger car range, new GTX Diesel and a top end product brand, Castrol Edge, is being launched. Edge is for the ultra passionate consumer who wants the best for his car.

The entire 4 stroke motorcycle range now incorporates the Trizone Technology, a pioneering global initiative already available to Indian consumers in Castrol Activ 4T and Castrol Power 1.

In the trucks and tractor segment where Castrol is already a clear leader, the entire range is being upgraded to incorporate the latest developments in engine and lubricant technology.

The relaunch will be backed by an exciting 360 degrees campaign which is being rolled out across mass media on 28th October 2005. Castrol plans to reach its vast customer base through a multi touch point strategy involving mass media advertising, internet campaigns, use of brand ambassadors, mechanic meets and sammelans, transport nagar melas and targeted 1 to 1 communication with its workshop and B2B customers.