30 June 2016
Castrol Activ launched a new film, with a Vaada Chipke Rehne ka Castrol Activ, the leading bike engine oil in India, launched a new TVC, based on the campaign idea of ‘Cling on to Protect’. The TVC showcases how a bunch of young riders stand for what they believe in with the promise of Castrol Activ’s ‘continuous protection’ for their bike engines.
Castrol Activ’s unique Actibond Molecules cling on to protect the engine parts continuously and provide superior protection 24 X 7, enabling the bike owner to feel confident and cling on to what is really important to him/ her. Kedar Apte, Head of Marketing at Castrol India said that the film is youthful and inspiring and should resonate well with the youth of India, who is purposeful and believes in clinging on to their beliefs very strongly.
It is being aired on all leading TV channels as well all digital touch points like You Tube, Facebook, leading websites. The Campaign is activated with the telecast sponsorship of Premier Kabaddi league on TV as well as on social media. Kabaddi is the second most watched sport in India, and the whole Cling On proposition comes as very apt fitment with the brand proposition.
The campaign is activated across the 20,000 outlets in India through innovative Point of Sale Merchandising as well an exciting IVRS based contest to get the mechanics engaged on the new news on this iconic brand. Castrol Activ has consistent presence in media over the last couple of years. Last year we invested heavily behind the specially designed for scooter engine variant – Castrol Activ Scooter with Zip Booster technology. With this new campaign we refocus the spot light on motorcycle engine oils to garner attention and involvement of the young motorcycle owner / user. This is the biggest campaign from the stable of Castrol India as yet and shows our belief in the growth of Indian market and our commitment to the Indian consumer
Watch video here: https://www.youtube.com/watch?v=bkKVUBGL7pI