Mudra West has created the entertaining campaign for the motorbike lubricant brand
Ananya Saha | Delhi | February 9, 2012
It is about making the 'buzz' the right way. Launched in 2008, Savsol wants to stand apart in the crowd of 4T oils. The brand belongs to Savita, a petroleum specialties manufacturing group for the last 50 years, which is also the largest supplier of 4T oils in the OE franchisee segment. It markets lubricant brand 'Savsol' in the retail segment.
Being in the market for four years, it needed to establish its positioning of a high-quality lubricant that helps every motorbike deliver maximum power.
MK Wazir, President of Automotive Division, said, “When the brand was launched, we did a few ads back then. In the last four years, we have our leadership in the 4T oil space. Now we want to focus more on Savsol than the other brands in our kitty.”
Savsol wanted the advertisement to focus on the high quality of the product and show the effectiveness of the performance of Savsol. Hence the 'Super Fly' campaign created by Mudra West. The TVC not only focuses on “enabling extreme performance”, but also demonstrates product benefits in an eye-catching and entertaining manner.
Sanjay Panday, Senior VP, Mudra West, explained, “Our challenge was to communicate “superior power” in the 4T category space, where every ad talks the same language and follows typical category codes. Our messaging not only had to break this clutter but also appeal to the youth, who form one of the largest consumer groups for this category.”
Super Fly was once a normal little fly, but once it gets soaked in Savsol 4T oil, it gets infused with energy and power, thus defying and affecting anything in its flying path. The stunts of the 'Super Fly' are daring and extraordinary, thereby becoming an entertaining yet simple creative demonstration of extreme performance.
The 45-second TVC was shot in Mumbai, but the effects and post-production happened in Los Angeles, informed Panday. The TVC has a 35- and 15-second version on air.
When asked about the TVC, Wazir remarked, “If it works, its good! But overall, this creative idea is better than the ads we did in 2007-08. I give it 8 on 10.”
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