Adding emotions to the new campaign, the new husband-wife TVC is conceptualized by Ogilvy Mumbai; watch the TVC here.
Neha Saraiya | Delhi | June 13, 2011
After the successful ICC World Cup campaigns, Castrol India Ltd. recently launched a new 360 degree campaign for their flagship brand Castrol CRB Turbo. The new campaign is conceptualized by Ogilvy Mumbai.
Castrol CRB Turbo is a premium mulitgrade diesel engine oil specially formulated for Turbo charged Diesel Engines. Castrol CRB Turbo with futuristic synthetic technology provides advanced engine protection for NewGen trucks.
The new campaign highlights the product benefit – “Keeps the engine newer for longer” and targets truck drivers and fleet owners.
The agency was briefed to bring a fresh perspective on the brand and its proposition and to steer away from the clichéd problem-solution situations in the category.
According to Giriraj Bagri, VP marketing, Castrol India Ltd., “The communication task was to fuel the growth momentum on the CRB Turbo brand and further deepen the relationship of consumers with our brand. Research indicates that one of the key emotional drivers of our target audience is care and providing for their family .They value their relationship with their trucks as much as their relationships with their family members.”
Explaining the concept behind the 'Pati Patni' campaign, Abhijit Avasthi, National Creative Director, Ogilvy, said, “In keeping with Ogilvy's core of emotionally engaging with audiences, we decided to explore a fresh situation…an endearing moment between the trucker and his wife in the context of the engine oil. While typical engine oil ads are all about rational messaging, we played on the nok-jhok between the trucker husband and his wife and wove it into a beautiful slice of life moment.”
Adds Giriraj Bagri, “The plot of the trucker and his wife having a playful banter in their truck has helped us bring alive this insight and the execution has been very well received by our target audience.”
The TVC was shot in both Hindi and Tamil. Apart from the TVCs, the campaign also covers outdoor and activation.
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