Indian Oil's Servo Pride XL Plus makes life easy for fleet owners, truck drivers
The humorous campaign conceptualised by Grey Group India captures the frustration of owners and truck drivers and gives them the perfect solution of using Servo Pride XL Plus
Indian Oil's Servo Pride XL Plus makes life easy for fleet owners, truck drivers
The humorous campaign conceptualised by Grey Group India captures the frustration of owners and truck drivers and gives them the perfect solution of using Servo Pride XL Plus
BestMediaInfo Bureau | Mumbai | July 21, 2016
Click on the image to watch the TVC.
A funny commercial to promote Servo Pride XL Plus brings out the benefits of using the lubricant in trucks and the fleet business. The campaign conceptualised by Grey group India was released last week on the television platform. The production work has been done by Nirvana Films.
Diesel engine oils constitute an important segment of Indian Oil's lubricant portfolio. Servo Pride XL Plus, the advanced diesel engine oil, caters to various segments in this category, including light and heavy commercial vehicles.
The campaign primarily targets fleet and truck owners. A smooth-running fleet means their customers are assured of timely delivery of goods, which attracts more business. The need was to position Servo Pride XL Plus as a reliable ally that ensures their trucks and operations run uninterrupted, every day.
Indrajit Bose, Executive Director I/C (Corporate Communications & Branding), Indian Oil Corporation, said, “We wanted to position Servo Pride XL Plus as a reliable partner that ensures fleet operations run smooth. Communicating this broad yet unique thought was a little challenge as it had never been done in this category. However, the scripts presented to us by Grey made us chuckle and instantly helped us gain confidence in this thought. Furthermore, the TVC artistically directed by Nirvana Films took the films to a different level and will enable us to effectively connect with our diversified consumers across the country.”
The main protagonist in the campaign is Babaji, a wise man who understands the problems faced by truck owners and their families. Maintenance of these trucks comes at a cost, which is eventually borne by the family. Maintaining these trucks takes up a lot of time and attention, leaving truck and fleet owners little time to deal with their personal issues. In the TVC, Babaji recommends Servo Pride XL Plus as a solution to all their problems.
Vineet Singh, Senior Vice President and Office Head, Grey group India, Mumbai, said, “Fleet or truck owners are always under stress when their trucks are on the move, and this stress is invariably passed on to their families in one way or the other. The communication attempts to address the root cause of all these problems in a light-hearted manner.”
In the first 40-second Ganit ad, a Sardarji goes to a Babaji with his problem that his son is weak in Maths. To which, Babaji asks if he has trucks and the Sardarji replies that he has five trucks in total. Babaji smiles and gives him the Servo Pride XL Plus lubricant. He says if he puts the lubricant in the trucks, then they will run smoothly and he can shift his focus from trucks to his son's studies. He will have enough time to teach his son Maths as well as rocket science. The ad ends with people in the audience rejoice by saying, 'Bolo Pride XL Plus ki Jai!'
In the second 40-second Kanjoos ad, a veiled lady reaches to the Babaji for help that her husband is a miser. He doesn't spend money much and to which, Babaji asked if her husband has a truck transportation business. The woman says yes. The Babaji gives her the Servo Pride XL Plus lubricant too and says that if her husband uses the lubricant, his trucks will function smoothly. He will bear fewer expenses and save more. In return, her husband will not just take her out to eat, but also abroad. The ad ends with the audience saying, 'Bolo Pride XL Plus ki Jai!'
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