Motorists in India tend to ignore the advantages of using premium fuel. The marginal price of premium may be a reason why they opt for ordinary fuel. IndianOil in its latest campaign explains that the advantages of using XtraPremium petrol cannot be explained, they need to be experienced.
With this core thought, the two humorous films conceptualised by Grey Group India take consumers on a journey that showcases the benefits of using XtraPremium petrol.
XtraPremium has additives that cleans the engine and keeps it young; it reduces friction, which ensures better driveability and mileage. Consumers need to experience these advantages to understand the true value of premium fuel.
Vivek Bhambhani, Sr. Creative Director, Grey Group India, said, “The creative challenge was to create a surreal experience for consumers, showcasing how XtraPremium raises the bar on driving.”
The story unfolds in an IndianOil petrol pump, where the brand loyalist tries to explain to his cynical friend the feeling of driving with XtraPremium petrol. To help his friend understand the feeling, he takes him through a magical journey only to realise that it’s not possible to explain the feeling, it needs to be experienced.
The campaign was released on radio and outdoor platforms last month and was followed up with two television commercials later.
Agency: Grey Group, Mumbai
Creative: Sandipan Bhattacharyya, Vivek Bhambhani, Shouvik Gupta, Mehul Prajapati, Mangesh Kavale
Account Management: Mudassir Ansari, Shradha Nair
Planning: Arun Raman, Sonya Misquitta
Films Team (Grey Works): Samir Chadha, Sharad Shinde
Production House: Flying Saucer Pictures
Director: Pushpendra Misra
Producer: Saurabh Khurana
PR: Sonal Mehta