Hindustan Petroleum (HP) Engine Oils has - after a gap of several years - released a corporate brand film. The commercial, created by Leo Burnett is currently airing in all digital cinemas playing the IPL Live and will hit television soon.
Based on the theme 'Zindagi nahi rukti' (Life doesn't stop), the commercial, shot in various parts of the country - Kullu Manali, Rajasthan, Bhopal, Varanasi, Pune, Mangalore, Mumbai - over a period of nine days, tries to bring alive various modes of transport that enable life to go on in an unstoppable manner.
It therefore positions HP Engine Oils as an enabler to this rhythm that flows across the country - enabling one to drink Darjeeling tea in Delhi, wear Kashmiri shawl in Southern India and drape Sholapuri bed sheets in Uttar Pradesh, so on and so forth.
View TVC here
Commenting on the commercial, Rupesh Kashyap, creative director, Leo Burnett said, "HPCL has always been very aggressive in below-the-line activities, but this time they wanted us to do brand communication with different approach. We started digging deeper to find out the purpose of HP engine oils in our life and that's where we started in the right direction."
He added, "We realised that in life, whatever happens - we still get our newspaper in the morning, basic amenities whenever we require - it is a sign that life doesn't stop at all. Therefore, HP engine oils make our life unstoppable by enabling vehicles to reach it's destination smoothly."
Kashyap said that in a low-involvement category such as engine oils and lubricants, one needs to re-invent the communication constantly. "To break the clutter, you need to find the human purpose of the brand. Be it television or digital - you need to choose the expressions that are engaging and entertaining," he said.
Client: HPCL, Lubes Div.
Creative agency: Leo Burnett, Mumbai
National creative director: K V Sridhar
Executive creative director: Nitesh Tiwary
Creative director: Rupesh Kashyap
Copywriter: Rupesh Kashyap, Shreyas Jain
VP: Anup Vishwanathan
Account director: Mahesh Balakrishna
Film head: Kevin Affonso
Production House: Opticus Incs
Director: Sanjay Shetty
Director of photography: Ravi Verman