Veedol celebrates the tradition of staying modern

The latest TVC conceptualised by Lowe Lintas Kolkata tries to reinforce Veedol's promise of trust among consumers of tractor oil

BestMediaInfo Bureau | Mumbai | December 8, 2016

Click on the Image to watch the TVC.

Veedol Tractor Oils has launched its new TVC which talks about the adaptation of the product to suit the tractors of today's times. Veedol has been a rural brand with major focus in the Southern market. The current campaign has been initially launched in these markets and will be expanded to other markets soon.

In a competitive era, it is important for brands to make product improvement a continuous practice to stay ahead in the race. Over time, this practice almost becomes a tradition that is handed down from one generation to another. Adapting to this trend and catering to the needs of modern-day tractors is Veedol Tractor Oils, which has been following this practice for decades.

The campaign celebrates this evolution through a powerful thought -- the tradition of staying modern. The objective is to reinforce Veedol's unique position in the tractor lube market – a heritage brand that has continually kept in step with changing technologies.

The campaign conceptualised by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print.

J Ramesh, Executive Director, Tide Water Oil Co (India), said, “Veedol has been a pioneering brand in tractor oils and grease, with a strong market presence over decades. It continues to have excellent equity in traditional tractor markets in India. This campaign leverages Veedol's heritage while reinforcing its core value of continual reinvention to keep up with the changing technologies. The campaign's tagline 'Modern rehne ki ek Parampara' captures this essence by endearing slices of life from the Indian heartland. With this campaign, we aim to reinforce Veedol's promise of trust among all consumers of tractor oil, based on the brand's impeccable credentials and leadership position.”

In the video, in a slice of life, a little boy is seen in idyllic rural surroundings enjoying those simple pleasures of childhood that haven't changed over time. From the joy of swinging on a tree on the way back from school to clever ways of prying open a walnut. Sequences on the one hand evoke strong memories and on the other are equally endearing because they have remained unchanged till this day. Almost ritualistic. Just like the ritual of helping Dadaji pour Veedol engine oil in a tractor.

DK Guha, Executive Director, Lowe Lintas Kolkata, said, “Veedol's range of specially-formulated engine oils for tractors has always kept pace with modernisation in tractor engines. With India poised to become one of the largest tractor markets worldwide and the improvement in rural economy, the timing couldn't have been better for Veedol to launch its new tractor engine oil campaign. The challenge for the agency was to leverage Veedol's heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign.”

Explaining the creative thought process behind the campaign, Vasudha Narayanan, Executive Creative Director, Lowe Lintas, said, “Firstly, to work on Veedol tractor engine oil, a hardcore rural brand, was what excited us the most. A look at the Indian agricultural landscape and the lifestyle of the people who live there revealed that advances in technology hadn't diluted their values and traditions a bit. The people who ploughed their fields with the latest, most advanced tractors, still live the same simple lives that generations before them did, especially the kids. From this very dichotomy was born the idea. Veedol, over the decades, have been so consistently improving its products in stride with the development of modern-day tractors -- it's almost become a 'tradition' and hence, 'Modern rehne ki ek Parampara'.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/12/Veedol.jpg

Credits:

Client: Veedol Tractor Oils

Agency: Lowe Lintas Kolkata

Creative: Vasudha Narayanan, Prathamesh Ghate, Surajit Chakraborty

Account Management: DK Guha, Subhabrata Roy, Abhishek Choudhury

Production House: CodeRed Films

Director: Gajaraj Rao

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