Motul's campaign turns India’s traffic chaos into a race-ready adventure

Motul India, a joint venture with Motul SA, has launched a new campaign to expand its presence in the car engine oil market. Known for its automotive and industrial lubricants, the company has built a reputation through partnerships with original equipment manufacturers and motorsports events like MotoGP and the Dakar Rally.

Its latest campaign focuses on promoting Motul’s premium synthetic engine oils, highlighting the brand’s move into the car engine oil segment. The campaign will be rolled out on both television and digital platforms, aiming to boost brand awareness.

Preetam Goswami, marketing director of Motul India and South Asia, explained the intent behind the campaign. “We want to link Motul’s racetrack heritage with everyday driving. While our synthetic oils are popular in the motorcycle market, this campaign emphasises the benefits of our car engine oils, offering superior protection and performance,” he stated.

Sameet Ali Soni, executive creative director at VML, added, “"Motul is often seen as a motorcycle oil brand. We wanted to break that perception and expand its presence in the car oil market.”

With this campaign, Motul India aims to solidify its position in the car engine oil market, building on its motorsport heritage to appeal to everyday drivers.

Campaign’s take: Motul’s latest campaign smartly shifts gears by turning everyday Indian traffic chaos into a relatable storyline for car owners. By juxtaposing the smooth, high-octane world of racetracks with the unpredictable hurdles of Indian roads—think handcarts, wandering cows, and, of course, a lively ‘Baraat’ (wedding procession)—Motul connects with the frustrations of drivers across the country. It’s a clever twist that instantly resonates with anyone who’s faced the rollercoaster of daily traffic.

While Motul has long been associated with high-speed thrills in motorsports, this ad brings those same performance expectations down to Earth—well, at least to India's roads. The message is clear: whether you're dodging a stray animal or weaving through a procession, Motul’s synthetic engine oil delivers the durability and efficiency of a race car in real-world conditions.

By framing everyday road challenges as mini racetrack obstacles, Motul speaks to the universal desire for better performance and protection in daily driving. It's this down-to-earth approach, blended with the brand's motorsport pedigree, that makes the campaign feel both familiar and aspirational—perfectly revving up its entry into the car engine oil market.