Castrol India Limited: Super Mechanic Contest

Sayami Podder, Nikita Mehta

Castrol India wanted to drive brand affinity and preference among mechanics as they, rather than end consumers, are the key decision-makers in engine oil purchase.

Campaign details

Brand: Castrol India LimitedBrand owner: BPLead agency: Mindshare IndiaContributing agency: OgilvyMarket: IndiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Competitions & contests, Mobile & apps, Outdoor, out-of-home, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

In the low involvement category of engine oils, Castrol wanted to reach beyond the end consumer and address the heroes that are crucial to the brand, mechanics.

The mechanic community is the backbone of the automobile industry, yet their efforts go unnoticed. They often lack proper...

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