Total salutes ordinary people with extraordinary thinking
Conceptualised by WATConsult, 'Ride for Legends' brings to light the unsung legends who have worked selflessly to make this society a better place. Total encouraged four moto-vloggers to take up the challenge to travel and discover the unsung legends on their bikes
Total, along with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has launched an initiative to salute unsung legends of the country.
Keeping true to Total Hi-Perf motorcycle engine oil’s promise of making your ride enjoyable, the brand brings to light the unsung legends who, over the years, have worked selflessly to make this society a better place to live through a digital video series titled "Ride For Legends". Co-created along with YouTube channel Powerdrift that targets young enthusiasts, the series is also available on video-on-demand platform Voot.
These legends are ordinary people with extraordinary thinking and passion towards the country. "Ride For Legends" is part of an integrated marketing campaign for its new range of high performing motorcycle engine oils for two-wheelers launched in December 2017.
As a part of the campaign, Total encouraged four moto-vloggers MSK, Oggy F, JS Films and Dino’s Vault to take up the challenge to travel and discover the unsung legends of the society on their bikes. Through this campaign, the vloggers highlighted the stories and achievements of the hidden heroes to the world.
Rajiv Dingra
Rajiv Dingra, Founder and CEO, WATConsult, said, “The objective behind creating ‘Ride For Legends’ was to be in sync with the core philosophy of the brand which is to provide absolute performance and smoothness to make the ride enjoyable for the everyday biker. The campaign in an interesting way captures the beauty of our country and also the small yet big initiatives that people like us take to help build our country.”
Speaking about the initiative, Gayatri Ojha, VP (Marketing and Corporate Communications, CSR), Total Oil India, said, “Through Total Hi-Perf Ride for Legends, we aim to enhance our presence and engagement through the digital medium. Total Hi-Perf Ride for Legends is an interactive composition of branded content, which will target the auto enthusiasts and everyday riders. The campaign will also bring to life how the product not only provides protection, absolute performance and smoothness to the bike’s engine but also ensures a joy of riding for the biker. This campaign aims to serve the dual purpose of encouraging the biking community to explore our country and discover these unrecognised heroes in our society. These powerful and empowering stories needed a platform and we at Total India are glad to provide them with the same.”
The campaign series that went live on February 14 on Total India’s Facebook page, featured stories of individuals like Aarti, a resident of Mumbai, who has made it her mission to provide education to underprivileged children; Siddharth, who is all of 16 years old, and has massively impacted the lives of 1,200 BMC employees; Pratima Devi, who single-handedly built a big kennel for stray dogs, and Gangadhar Tilak who took matters in his own hands and tried to bring about a change.
All the four episodes have garnered encouraging results for the brand. Till now the campaign has received 822,397 organic views and 11,889 organic engagement numbers from all (PowerDrift YouTube + Total Facebook + Vlogger's Youtube channels) the platforms.
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