SRK uses Castrol Edge to stay ahead of paparazzi

Delhi: Castrol India unveiled a range of products within the Castrol Edge line. 

Supporting this launch is a television commercial (TVC) campaign titled Stay Ahead, featuring actor and brand ambassador, Shah Rukh Khan. The TVC concluded its grand premiere on June 9, 2024 amidst the India vs Pakistan T20 match.

The commercial plays on paparazzi culture, depicting celebrities finding ways to ‘Stay Ahead’ of the shutterbugs. 

The TVC opens with Khan, playing himself, showcasing his cheeky dance moves outside his parked car, holding a pack of Castrol Edge. Soon, paparazzi on their bikes, exhausted from a swift chase, approach, expressing their surprise at finally spotting Khan. The frame shifts to a flashback, showing an exhilarating and playful chase where the paparazzi eagerly try to get close to SRK’s car for pictures. However, each time, SRK zooms away, leaving the paparazzi only with blurry pictures of him.

Taking a humorous approach, the film highlights the ways that celebs like SRK stay ahead of the paparazzi. In a light-hearted manner, SRK then reveals his secret to ‘Staying Ahead’ of the paparazzi and hands them a pack of Castrol Edge engine oil. 

The paparazzi, hopeful of finally getting a clear shot, prepare their cameras. However, their anticipation quickly turns to playful disappointment as they watch SRK speed away once more. The commercial ends with SRK cruising away, leaving the world behind – “Castrol Edge, Stay Ahead”.

“We are excited to launch Castrol EDGE, our range of high-performance car lubricants, with this engaging multimedia campaign featuring Shah Rukh Khan. The campaign leverages SRK as himself, showcasing a slice of his life, where the brand can truly give him an advantage,” said Rohit Talwar, Vice-President and Head of Marketing, Castrol India. “With the introduction of Castrol EDGE, our focus on innovation meets India’s growing demand for better performance from their cars. The new Castrol EDGE range features products specifically engineered for a range of vehicles, from Hybrids to European Cars and SUVs providing cutting-edge technology that exceeds the requirements of the highest industry standards. This launch reaffirms our leadership in the lubricant sector, and we are confident that Castrol EDGE will set a new benchmark in engine performance and drive business growth.” 

Discussing the TVC’s creation, Sukesh Nayak, CCO Ogilvy India, said, “We had to do something magical on Castrol. With SRK on board, we wanted to creatively maximise his potential. Then the question we asked ourselves was “Why does SRK need on demand performance?” ‘Stay Ahead’ was born. This isn’t just a TVC, it’s a full-blown campaign replete with fun teasers, first ever SRK image gallery, roller coaster chases and a tongue in cheek humour that’s sure to keep consumers engaged.”

The campaign also closes the loop, offering paparazzi SRK’s first-ever custom photo gallery. As SRK stays ahead of paparazzi With Castrol EDGE in his car, paparazzi can now access and use these pictures for free.

In Addition to the T20 World Cup, Castrol is also an associate sponsor on Disney Star for Wimbledon in July 2024.