Castrol Activ disrupts social media with its #ChalUdteHain campaign

Media Agency, Mindshare and Digital Video Network, #fame come together with Castrol Activ to create a film that stands out from the clutter, to salute the modern woman and her hard-earned freedom

BestMediaInfo Bureau | Mumbai | March 15, 2016

Click on the image to watch the TVC.

Castrol Activ, Mindshare and #fame came together for an exclusive digital campaign to celebrate Women's Day, this year. Christened #ChalUdteHain (come let's fly), the campaign celebrates the role modern Indian women play in the world around them. The video, featuring singer Monali Thakur, captures the sense of pride and confidence in the modern Indian woman, as she battles their way through a man's world.

Mindshare amplified the social and digital activation around the video. The campaign received a huge response, with more than a million views on YouTube. In a matter of days, #ChalUdteHain trended across social platforms, witnessing more than 1.2 million impressions and more than 80,000 social interactions.

The film begins with Thakur driving a Castrol Activ scooter around a city, singing, “Chal Udte Hain”. She stops at a street to watch a girl score a goal against boys in a game of football. She rides past a woman teacher teaching a group of girl students by the roadside.

Thakur's ride takes her to a mother, changing the deflated tyre of her scooter, while her girl child waits patiently by her side. The mother rides away, with her daughter on the pillion and Monali rides on too, singing “Chal Udte Hain” – come let's fly.

The fun, peppy jingle that Thakur sings in the video, complements the message in the film – that women should celebrate their freedom. The song calls on women to shed their inhibitions and shun dependence on others, to fly as freely as a bird, so they do not miss out on the fun of living.

Commenting on the campaign, Soma Ghosh, Vice President, Marketing, Castrol India Limited, said, “Today's woman is raring to fly and her scooter gives her the wings to go and live her dreams. Castrol Activ Scooter, engine oil designed especially for scooters, is proud to celebrate the spirit of the Indian Woman and ensure she's always ready to #ChalUdtehain!”

Prasanth Kumar

Prasanth Kumar, CEO, Mindshare, South Asia, said, “We, at Mindshare, constantly work towards creating a unique and strong bond between brands and consumers with each campaign. With #ChalUdteHain, we aimed at connecting with today's woman by leveraging the Mindshare ecosystem and rooting the communication idea in popular culture thus creating long term conversations. We will continue to communicate and celebrate Castrol Activ Scooter's brand philosophy through such focused campaigns.”

“#ChalUdteHain celebrates the resilient Indian woman who has the courage to step out of the shadows and lead the way. It's not just a song for Women's Day but a tribute to all the inspirational women of today. At #fame, we are delighted to have partnered with Castrol and MindShare in creating such a memorable digital campaign,” said Saket Saurabh, CEO, India, #fame.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Castrol Activ

Media Agency: Mindshare

Digital Video Network: #fame

Song: Chal Udte Hai

Artist: Monali Thakur

Lyrics: Zeest

Music Composer and producer: Shameer Tandon

Programmed by: Siddhant Mishra and Sangeet Patnaik

Guitars: Krishna Pradhan

Recorded, mixed and mastered by: Amey Londhe at Audio Garage Studio

Music supervisor: Ahan Shah

Administrative Executive: Harsh Pandya

Info@BestMediaInfo.com

Info@BestMediaInfo.com