6 September 2016
Castrol India Limited won a Gold award at the recently concluded WOW Awards Asia 2016 for its rural activation campaign called ‘Ashwamedha’ for its power brand Castrol Activ. While rural India offers a huge market with enormous consumption, the challenge for the marketing team was to be able to create an innovation that gave rural consumers a never before brand experience on Castrol Activ.
The team conceptualized a premium “lounge of wheels,” which uses Oculus technology to give consumers an immersive virtual reality experience of how Castrol Activ works in an engine. In the very first year of the campaign, we were able to contact 1,00,000+ consumers and mechanics. The regions where the activations were done have shown substantial differential growth on Castrol Activ. Castrol India won the award in the Rural Activation Category.
Ashwamedha’ according to India mythology, was a religious ritual conducted by a king with an objective of acquisition of power and glory, seeking general prosperity of the kingdom. The programme was named thus, as a symbol of acquiring new consumers and larger heights for the Castrol Activ brand. “The campaign certainly seems to be living up to its name,” said Kedar Apte – Vice President Marketing, Castrol India.
WOW Awards is Asia’s largest business & recognition platform for the MICE, LIVE Marketing & Entertainment industry since 2009.