Castrol Activ has launched a campaign titled #3XProtectionKeepsEngineFit,to demonstrate the brand’s protection for two-wheelers against sound, heat, and stress.
Conceptualised by Ogilvy, the campaign comprises three ad-films that showcase the resistance of the bike engine that uses Castrol Activ, as compared to other engine oils.
The films feature two friends, Venky and Ayush, who engage in friendly, yet challenging bike rides that include a sound, heat and stress test. Ayush is eager to display his bike’s superiority by winning these tests. However, Venky’s bike is powered by Castrol Activ, and has him winning all three challenges. At the end of each film, Venky takes Ayush to his mechanic to service it with Castrol Activ, which the mechanic claims keeps the engine fit.
Jaya Jamrani, vice president – marketing, Castrol India, said, “At Castrol India, we have always delivered industry-leading products that offer unmatched protection and performance to vehicles. Our new Castrol Activ #3XProtectionKeepsEngineFit campaign reinforces this commitment and effectively showcases the superior protection our consumers can avail by choosing Castrol Activ. Through our efforts, we aim to drive the concept of deeper care for vehicles with various stakeholders including dealers, mechanics, and consumers.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “No biker likes it when their bike fails to perform due to its engine being unfit. So, keeping that in mind, we decided to put Castrol Activ through a series of tests. Then we hit upon the idea of two buddies riding against each other. The campaign is light-hearted yet strongly demonstrates how Castrol Activ keeps the bike's engine fit. The TVC jingle which has been a consistent feature, appearing in our earlier campaign too explains the core idea very well of never stopping and nonstop protection, “ruk mat, ruk mat, chal tu, chal tu.”
The campaign will go live across television, digital and OTT platforms. It will also comprise on-ground execution, including independent workshops through retail displays, creatives, demonstration videos and game play.