Raahil Chopra
Jul 25, 2012

Servo 'adds life' to toys, with a touch of cricket

WATCH the TVC created by Draftfcb+Ulka here

wide player in 16:9 format. Used on article page for Campaign.

Engine oil brand Servo, from Indian Oil, has released a new TVC underlining its promise, 'Add Servo. Add Life.'

The TVC created by Draftfcb+Ulka shows a boy dropping his Servo-branded cricket stumps in his sleep. The stumps roll over to touch a stationary toy car, which immediately comes alive. The moving car hits a toy bike causing the bike to start moving. The bike then hits a toy truck, which again comes to life. The film ends with the boy waking up and surprised to see all his toys in motion.

Commenting on the TVC, Haresh Moorjani, group creative director, Draftfcb+Ulka, said, “It’s a simple idea to bring alive the brand’s umbrella promise – Add Servo. Add Life. Every time a vehicle is ‘energised’ by the touch of Servo, magic happens as the stationary vehicle begins to roll. Thereby communicating the very essence of the brand - Add Servo. Add life.”
Nitin Karkare, chief operating officer, Mumbai group, and Bengaluru, Draftfcb+Ulka, added “In the clutter on television today, a simple, yet relevant execution using a normal day incident and connecting with cricket in a very endearing manner, will aid the brand stand apart distinctly and help forge a strong bond with the consumers. As a brand leader Servo does not really have to try too hard to communicate the rational benefits.”

N Srikumar, executive director (corporate communications and branding), Indian Oil, said, “Servo has been maintaining its leadership position in the fiercely competitive lubes business with support from an extensive infrastructure and best-in-class R&D and technical services backup. In fact, in the automotive lubes segment, Servo has been outpacing industry in growth numbers by clocking a CAGR of more than 5 per cent over the last five years. Deft use of cricket, which is the passion of the country, has only helped reinforce the brand promise of ‘Adding Life’, every time Servo is added (touched). Both the rational and emotional strengths of the brand have been subtly but intelligently captured using the toy vehicles and the kid.”

The TVC went on air on 20 July.


Agency: Draftfcb+Ulka
NCD: K S Chakravarthy
Creative team: Haresh Moorjani, Mehul Patil, Ranjit Debnath and Jitesh Ramakrishnan
Client servicing: Nitin Karkare, Ruta Patel, Binoy Sinha and Neville Suraliwala
Films coordinator: Alpa Jobalia and Vikas Malhotra
Production house: ‘No If No But’ Films
Producer: Rahil Merchant / Raghuvendra Iyer
Director: Atul Manjrekar

Campaign India