The TVC conceptualized by Ogilvy and Mather is scheduled to break on-air next week; watch the TVC here.
Hitesh Ranot | Delhi | February 11, 2011
Brand Ambassador Sachin Tendulkar stars in a new TVC for Castrol Activ, communicating performance with confidence as the key to best deliveries. Castrol Activ is the market leader in the four stroke motorcycle engine oil segment and this is the first product brand commercial that Castrol has released with Sachin.
The TV commercial has been conceptualized by Ogilvy and Mather and directed byBappaditya Roy.
The TVC starts with Sachin Tendulkar on a batting pitch where he is not wearing a helmet. A pace bowler is shown approaching the stumps to bowl to Sachin. The bowler bowls to Sachin and a close up of the ball bouncing on the pitch and rising high is shown. A side angle view shows Sachin facing the ball. Sachin Tendulkar then crouches and raises his bat but the ball seems to be headed to Sachin's head. It is not sure if Sachin is going to hit the ball, miss it or leave it. Suddenly the screen freezes and the ball hangs in mid-air. Sachin gets off his stance while everything is still frozen and looks towards the camera and starts talking. Sachin goes out of the scene and comes back wearing a helmet. He comes back and takes his stance in front of the frozen ball, looks at the camera and turns to the ball. As soon as he does that the ball is released and Sachin hooks on to it. Sachin then picks up a pack of Castrol Activ. The last scene has a close up of the Castrol Activ pack in Sachin's hand.
According to Giriraj Bagri, Vice President Marketing, Castrol India Limited, “With the ICC World Cup just a few days away, interest in cricket and Sachin at its peak, it is the ideal time to launch our new Castrol Activ TVC. The story line also fits in with the theme of cricket and performance. The right protection gives Sachin the confidence to face the most difficult deliveries on the pitch, similar to Castrol Activ's superior protection that enables bikes to perform even under toughest driving conditions.”
A strategic 360 degree campaign has been planned on the core message “Protection hai toh Confidence hai” platform, which involves a range of consumer engagement programs, digital platforms, mass media advertising, dealer and mechanic engagements and visibility drives.
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