Castrol Activ is back with its ATL marketing campaign for 2018 titled ‘Beach’ with the consumer insight of 'protecting what is precious'. The ad resonates the belief of today’s youth who are seeking to drive a positive change.
Castrol Activ, the engine oil for two-wheelers, uses patented components – Actibond molecules® – to deliver continuous protection for bikes. The 30-second ad film has been conceptualised and developed by creative agency Ogilvy, India. The campaign was rolled out on February 1 across 50 TV channels with presence the in India vs South Africa, ODI Series.
The film beautifully makes a simple point: “Be the change you want to see.” The young riders in the film set out to do just that. At first, it looks like they’re out to have a good time. But we realise that they do have a purpose. They’re not just riding, they are cleaning the beach using an innovative contraption attached to their bikes. We see the pristine beach in the end and we hear the line, "Aanewale kal ki suraksha mein, hum aapka saath denge." (In protecting the future, we're with you.)
Kedar Apte, Vice-President, Marketing, Castrol India, said, “Throughout the country there are examples of inspired youth cleaning their localities. We want this campaign to be a tribute to those who protect that is precious and showcase Castrol Activ as their partner in driving this positive impact, reflecting their drive and belief. We have leveraged television and digital media to reach out to young riders across the country.”
Sukesh Nayak, Chief Creative Officer, Ogilvy, said, “These days we often hear about the youth coming together to protect what they love and make a difference. We decided to use this behavioural change to tell a compelling story about a group of young riders who set out with the help of Castrol to protect a beach.”
Chief Creative Officer: Sukesh
Group Creative Director: Abhijit Karandikar
Client Servicing Team:
Executive Vice-President: Ajay Menon
Vice-President: Dushyant Kumar
Production House: Story-tellers.in
Director: Arun Gopalan
Head of Films Ogilvy, Mumbai: Porus Khareghat