Summary
Competition in the truck engine oil category is fierce. Castrol's flagship product - Castrol CRB - saw sales declining as cash-strapped Indian truck drivers, who were largely men, opted for cheaper alternatives.
Research revealed that India's truck drivers were burning out. This research inspired us to build brand preference and sales by drawing parallels between the health of the engine with that of the trucker. We championed the cause of trucker health through an original, integrated campaign and developed a yoga program tailored for truckers called truck aasanas. The program was specially designed to build awareness amongst the male...